search query: @indexterm product involvement / total: 20
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| Author: | Yoo, C. Y. |
| Title: | Interplay of message framing, keyword insertion and levels of product involvement in click-through of keyword search ads |
| Journal: | International Journal of Advertising
2011 : VOL. 30:3, p. 399-424 |
| Index terms: | product involvement internet advertising consumer behaviour |
| Language: | eng |
| Abstract: | The purpose of the article is to understand the effects of advertising message strategies and online users' levels of product involvement. The study relies on experiment among 166 undergraduate students. The findings show that message framing, keyword insertion and levels of product involvement together have influence on online users' click-through behavior. |
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