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| Author: | Kilger, M. Romer, E. |
| Title: | Do measures of media engagement correlate with product purchase likelihood? |
| Journal: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 313-325 |
| Index terms: | advertising effectiveness consumer behaviour media selection consumption purchasing |
| Freeterms: | product acceptance |
| Language: | eng |
| Abstract: | This article empirically examines a set of dimensions of engagement (hereafter as: egmt.) in media by consumers for three media channels: magazines, television and the Internet. In addition, this study deals with the relationship (here as: r-ship) of media egmt. to likelihood of purchase as well as the more general construct of advertising receptivity (here as: adv-rcty.). It is found that there is evidence of a strong r-ship btw. egmt. in media and purchase intention and ultimately adv-rcty. |
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