An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness

Bobby J. Calder; Edward C. Malthouse; Ute Schaedel

doi:10.1016/j.intmar.2009.07.002

An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness

Bobby J. Calder, Edward C. Malthouse^*, Ute Schaedel

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

629 Scopus citations

Abstract

We discuss consumer engagement with a website, provide a systematic approach to examining the types of engagement produced by specific experiences, and show that engagement with the media context increases advertising effectiveness. Based on experiments using measurement scales involving eight different online experiences, we advance two types of engagement with online media - Personal and Social-Interactive Engagement. Our results show that both types are positively associated with advertising effectiveness. Moreover, Social-Interactive Engagement, which is more uniquely characteristic of the web as a medium, is shown to affect advertising after controlling for Personal Engagement. Our results offer online companies and advertisers new metrics and advertising strategies.

Original language	English (US)
Pages (from-to)	321-331
Number of pages	11
Journal	Journal of Interactive Marketing
Volume	23
Issue number	4
DOIs	https://doi.org/10.1016/j.intmar.2009.07.002
State	Published - Nov 1 2009

Keywords

Consumer behavior
Context effects
Engagement
Internet marketing
Online advertising
Online media

ASJC Scopus subject areas

Business and International Management
Marketing

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1016/j.intmar.2009.07.002

Cite this

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title = "An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness",

abstract = "We discuss consumer engagement with a website, provide a systematic approach to examining the types of engagement produced by specific experiences, and show that engagement with the media context increases advertising effectiveness. Based on experiments using measurement scales involving eight different online experiences, we advance two types of engagement with online media - Personal and Social-Interactive Engagement. Our results show that both types are positively associated with advertising effectiveness. Moreover, Social-Interactive Engagement, which is more uniquely characteristic of the web as a medium, is shown to affect advertising after controlling for Personal Engagement. Our results offer online companies and advertisers new metrics and advertising strategies.",

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N2 - We discuss consumer engagement with a website, provide a systematic approach to examining the types of engagement produced by specific experiences, and show that engagement with the media context increases advertising effectiveness. Based on experiments using measurement scales involving eight different online experiences, we advance two types of engagement with online media - Personal and Social-Interactive Engagement. Our results show that both types are positively associated with advertising effectiveness. Moreover, Social-Interactive Engagement, which is more uniquely characteristic of the web as a medium, is shown to affect advertising after controlling for Personal Engagement. Our results offer online companies and advertisers new metrics and advertising strategies.

AB - We discuss consumer engagement with a website, provide a systematic approach to examining the types of engagement produced by specific experiences, and show that engagement with the media context increases advertising effectiveness. Based on experiments using measurement scales involving eight different online experiences, we advance two types of engagement with online media - Personal and Social-Interactive Engagement. Our results show that both types are positively associated with advertising effectiveness. Moreover, Social-Interactive Engagement, which is more uniquely characteristic of the web as a medium, is shown to affect advertising after controlling for Personal Engagement. Our results offer online companies and advertisers new metrics and advertising strategies.

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KW - Context effects

KW - Engagement

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KW - Online advertising

KW - Online media

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An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

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