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The role of respect in the effects of perceived ad interactivity and intrusiveness on brand and site

journal contribution
posted on 28.04.2020, 00:00 by BJ Tan, M Brown, Nigel PopeNigel Pope
This paper examines the interrelated effects of respect, ad intrusiveness, and ad interactivity on attitudes toward brands and the publishers that serve online advertisements. Despite widespread use of the term, respect has received almost no attention in the advertising literature. A structural equations model indicates that ad formats that are perceived as respectful to viewers result in more favorable attitudes toward both the brand and publisher site. Ad intrusiveness negatively affects respect, while interactivity has a positive influence. Respect is demonstrated to exhibit a partial mediating role in the effect of these two variables on brand and site. Results also suggest that advertisers should strive for greater interactivity in ads if their objective is branding rather than direct response, as this can minimize the negative influence of intrusiveness. Publishers can also benefit from these kinds of ads.

History

Volume

25

Issue

3

Start Page

288

End Page

306

Number of Pages

19

eISSN

1466-4445

ISSN

1352-7266

Publisher

Informa UK Limited

Language

en

Peer Reviewed

Yes

Open Access

No

Acceptance Date

05/12/2016

External Author Affiliations

University of Queensland

Era Eligible

Yes

Journal

Journal of Marketing Communications

Usage metrics

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