Advertising Engagement: A Driver of Message Involvement on Message Effects - This study examines the engagement effect initiated by contextual relevance on message effects. The results have revealed that higher engagement increases advertising recall and message involvement that mediates the engagement effect on message believability, whereas attitude toward the message mediates message ...
| Year of publication: |
2006
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| Authors: | Wang, Alex |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 4, p. 355-368
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