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The Effects of Expert and Consumer Endorsements on Audience Response

Wang, Alex - In: Journal of advertising research 45 (2005) 4, pp. 402-412

Persistent link: https://www.econbiz.de/10006499566

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 ...

Wang, Alex - In: Journal of advertising research 46 (2006) 4, pp. 355-368

Persistent link: https://www.econbiz.de/10007600594

When Synergy in Marketing Communication Online Enhances Audience Response: The Effects of Varying Advertising and Product Publicity Messages - This study examines the effects of web advertising and product publicity and similar versus varied web product publicity and advertising messages on audiences' responses. The results suggest that perceptions of trust toward the marketing communication forms ...

Wang, Alex - In: Journal of advertising research 46 (2006) 2, pp. 160-170

Persistent link: https://www.econbiz.de/10007379257

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