کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5109400 1482845 2017 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
TV advertising engagement as a state of immersion and presence
ترجمه فارسی عنوان
مشارکت تبلیغاتی تلویزیون به عنوان حالت غوطه وری و حضور
کلمات کلیدی
مشارکت تبلیغاتی، تبلیغات تلویزیونی، غوطه وری، حضور
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 76, July 2017, Pages 67-76
نویسندگان
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