The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Skepticism Toward Online Advertising: Causes, Consequences, and Remedial Moderators
|
|
Author(s): Raja Ahmed Jamil (The University of Haripur, Pakistan), Abdul Qayyum (Riphah International University, Islamabad, Pakistan)and Mohammad Saeed Lodhi (COMSATS University Islamabad, Abbottabad, Pakistan)
Copyright: 2022
Volume: 12
Issue: 1
Pages: 21
Source title:
International Journal of Online Marketing (IJOM)
Editor(s)-in-Chief: Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
DOI: 10.4018/IJOM.288426
Purchase
|
Abstract
Despite the enormous spending on digital advertising, consumers are skeptical toward online advertising (STA). We integrated advertising value and stimulus-organism- response (SOR) frameworks to develop a model of STA's causes and consequences. Product knowledge and perceived ethics of online seller (ETH) were proposed as moderators. For study 1, moderated-moderated mediation technique was applied on the time-lagged data of 411 consumers. For study 2, a between-subject experiment (n = 179) compared the effects of skepticism across video and picture ads. The results indicate that ETH and product knowledge moderated the relationships between stimulus-organism and organism-response states, respectively. Moreover, consumers showed favorable attitudes toward video ads. This study made novel contributions to research on STA by filling multiple voids (a) integration of advertising value and SOR (b) infotainment and puffery as predictors (c) product knowledge and perceived ethics of online seller as moderators (d), and comparison across advertisement type (video vs. picture).
Related Content
|
Rania B. Mostafa, Hassan Naim Hannouf.
© 2022.
18 pages.
|
|
Nur Özer Canarslan, Gülfidan Bariş.
© 2022.
21 pages.
|
|
Cara Peters, Charles D. Bodkin.
© 2022.
15 pages.
|
|
Anoop George, Manu Melwin Joy, Muhammed Sajid., Muhammed Nowfal S..
© 2022.
14 pages.
|
|
Raja Ahmed Jamil, Abdul Qayyum, Mohammad Saeed Lodhi.
© 2022.
21 pages.
|
|
Yasmeen Elsantil, Riyad Eid, Khaled Bedair.
© 2022.
22 pages.
|
|
Kirti Sharma, Pankaj Madan.
© 2022.
14 pages.
|
|
|