search query: @freeterm Involvement / total: 11
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| Author: | Wang, A. |
| Title: | Advertising engagement: a driver of message involvement on message effects |
| Journal: | Journal of Advertising Research
2006 : DEC, VOL. 46:4, p. 355-368 |
| Index terms: | advertising |
| Freeterms: | involvement message |
| Language: | eng |
| Abstract: | Engagement plays a contingent role in the effectiveness of advertising processing that corresponds to the message effects created during the process. The results provide evidence that higher engagement increases advertising recall and message involvement that mediates the engagement effect on message believability, whereas attitude towards the message mediates message believability on attitude towards the advertisement. |
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