期刊
JOURNAL OF BUSINESS RESEARCH
卷 76, 期 -, 页码 67-76出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2017.03.001
关键词
Advertising engagement; TV advertising; Immersion; Presence
类别
资金
- Department of Advertising and Public Relations at the University of Georgia
Despite widespread theoretical and practical interest in advertising engagement, scholars and practitioners share little consensus as to what it is and how it can be measured. Guided by the theories of immersion and presence, this research investigates the experiential nature of advertising engagement in the television advertising context. Using survey data (N = 1,115 cases) on thirteen TV advertisements aired during two Super Bowl broadcasts, a definition of the construct is developed and a parsimonious, reliable and valid four-item scale for measuring experiential TV advertising engagement is produced. As conceptualized, TV advertising engagement is an experience independent of its antecedents and consequences, in which the viewer is psychologically immersed in and present with a TV advertisement. These conceptual dimensions are reflected in the four items of the produced scale. (C) 2017 Elsevier Inc. All rights reserved.
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