An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness

被引：610

作者：

Calder, Bobby J. ^{[2
]}

Malthouse, Edward C. ^{[1
]}

Schaedel, Ute ^{[3
]}

机构：

[1] Northwestern Univ, Dept Integrated Mkt Commun, Medill Sch Journalism, Evanston, IL 60208 USA

[2] Northwestern Univ, Dept Mkt, Kellogg Sch Management, Evanston, IL 60208 USA

[3] Univ Hamburg, Dept Media Management, Hamburg Media Sch, Hamburg, Germany

来源：

JOURNAL OF INTERACTIVE MARKETING | 2009年 / 23卷 / 04期

关键词：

Online advertising; Engagement; Consumer behavior; Context effects; Online media; Internet marketing; WORD-OF-MOUTH; MEDIA CONTEXT; EXPERIENCES; WEB; COMMUNITIES; RESPONSES; INTERNET; MESSAGE; MODELS;

D O I：

10.1016/j.intmar.2009.07.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We discuss consumer engagement with a website, provide a systematic approach to examining the types of engagement produced by specific experiences, and show that engagement with the media context increases advertising effectiveness. Based on experiments using measurement scales involving eight different online experiences, we advance two types of engagement with online media - Personal and Social-Interactive Engagement. Our results show that both types are positively associated with advertising effectiveness. Moreover, Social-Interactive Engagement, which is more uniquely characteristic of the web as a medium, is shown to affect advertising after controlling for Personal Engagement. Our results offer online companies and advertisers new metrics and advertising strategies. (C) 2009 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.

引用

页码：321 / 331

页数：11

共 46 条

[1]

AAKER DA, 1972, J ADVERTISING RES, V12, P11

[2]

[Anonymous], 1994, Journal of Consumer Psychology, DOI DOI 10.1016/S1057-7408(08)80028-9

[3]

ARF (Advertising Research Foundation), 2006, ENG

[4] Controlling the information flow: Effects on consumers' decision making and preferences [J].

Ariely, D .

JOURNAL OF CONSUMER RESEARCH, 2000, 27 (02) :233-248

[5]

Bearden W.O., 2010, Handbook of marketing scales: Multi-item measures for marketing and consumer behavior research, V3rd

[6]

Broniarczyk S., 1991, J MARKETING RES, V31, P214

[7] Audience experiences of media context and embedded advertising - A comparison of eight media [J].

Bronner, F ;

Neijens, P .

INTERNATIONAL JOURNAL OF MARKET RESEARCH, 2006, 48 (01) :81-100

[8] Word of mouth communication within online communities: Conceptualing the online social network [J].

Brown, Jo ;

Broderick, Amanda J. ;

Lee, Nick .

JOURNAL OF INTERACTIVE MARKETING, 2007, 21 (03) :2-20

[9]

Calder B.J., 2005, P 12 WORLDW READ RES

[10] BEYOND EXTERNAL VALIDITY [J].

CALDER, BJ ;

PHILLIPS, LW ;

TYBOUT, AM .

JOURNAL OF CONSUMER RESEARCH, 1983, 10 (01) :112-114

← 1 2 3 4 5 →