Do Measures of Media Engagement Correlate with Product Purchase Likelihood?

Kilger, Max; Romer, Ellen

doi:10.2501/s002184990707033x

Cited by 59 publications

(40 citation statements)

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“…We understand consumer engagement, in the current context, as a set of branded app experiences that motivates consumers to try to make happen repeatedly in their lives. Previous findings have shown that the level of engagement with media has an impact on the effectiveness of advertising messages (e.g., Calder, Malthouse, and Schaedel 2009;Kilger andRomer 2007, Wang 2006). Consumer engagement, rather than a consequence of persuasive messages, is regarded as antecedent to responding to them (e.g., attention, usage, liking, or intention to recommend to others) (Calder and Malthouse 2008;Calder, Malthouse, and Schaedel 2009).…”

Section: Conceptualizing Consumer Engagement Via Branded Appsmentioning

confidence: 95%

To App or Not to App: Engaging Consumers via Branded Mobile Apps

Kim¹,

Lin²,

Sung³

2013

Journal of Interactive Advertising

200

152

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Section: Conceptualizing Consumer Engagement Via Branded Appsmentioning

confidence: 95%

To App or Not to App: Engaging Consumers via Branded Mobile Apps

Kim¹,

Lin²,

Sung³

2013

Journal of Interactive Advertising

200

152

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“…Cognitive=emotional engagement involves becoming totally absorbed in the message (Blythe et al, 2004;Kinkaid, 2002). Similar terms include transportation (Green, Brock, & Kauffman, 2004) and, in marketing, cognitive centered engagement (Klinger & Romer, 2007). In fact, the terms engagement, absorption, and transportation appear to be interchangeable in the context of narrative message processing (Slater & Rouner, 2002).…”

Section: As Consisting Of Both Cognitive and Emotional Responsesmentioning

confidence: 96%

A Model of Effects of Narrative as Culture-Centric Health Promotion

Larkey

Hecht

2010

Journal of Health Communication

198

176

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Health promotion interventions designed for specific cultural groups often are designed to address cultural values through culturally adapted messages. Recent trends in health promotion incorporate narrative theory, locating culture within the narratives of cultural members, and suggesting that narrative may provide a central, grounded medium for expressing and shaping health behavior. We suggest that culturally grounded narratives are a natural choice for identifying and shaping health messages for specific audiences. A Model of Culture-Centric Narratives in Health Promotion is proposed based on previous persuasion and health promotion research. This model may be used to guide the development and testing of the narrative characteristics and psychosocial mediators of behavior change in a broad range of health interventions. Implications, boundaries, and limitations of the model are discussed.

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“…Engagement is a multidimensional concept (Kilger & Romer, 2007). It originates in political communication, and is often defined in terms of community participation (Levine, 2007).…”

Section: Proactive Engagement and Relationship-building On Social Netmentioning

confidence: 99%

“…Engagement is a multidimensional concept (Kilger & Romer, 2007), which can be broadly categorized into reactive engagement, meaning consuming media content, and proactive engagement, meaning contributing media content (Men & Tsai, 2013). Users proactive engagement on SNSs develops virtual relationships between individuals (Kaplan & Haenlein, 2010), and builds virtual opinion leadership.…”

mentioning

confidence: 99%

Proactive Engagement of Opinion Leaders and Organization Advocates on Social Networking Sites

Wang

2016

International Journal of Strategic Communication

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The purpose of this study is to examine opinion leaders' and organization advocates' proactive engagement with advocacy campaigns on social networking sites (SNSs). By examining the Empty Plate Movement, a campaign advocating food saving in China, this study compared proactive engagement activities by traditional and virtual opinion leaders, organization advocates, and other participants. Specifically, this study focused on three proactive engagement activities: publishing descriptive and injunctive normative messages and messages showing supportive/adoptive behaviors. The findings reveal organization advocates are the most likely source of descriptive and injunctive normative messages, and the least likely source of messages showing adoptive/supportive behaviors. Virtual opinion leaders are the most likely to publish messages showing adoptive and/or supportive behaviors. Both message features and message sources influence users responses. The findings suggest that organizations practice strategic communication in advocacy. Because of their motivations for self-involvement and online interaction, virtual opinion leaders frequently publish messages about their supportive/adoptive behaviors. The strategic value of SNSs lies in the mimicking process. Practically, this study suggests that virtual opinion leaders and organization advocates are useful to advocacy campaigns on SNSs.

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Do Measures of Media Engagement Correlate with Product Purchase Likelihood?

Cited by 59 publications

References 0 publications

To App or Not to App: Engaging Consumers via Branded Mobile Apps

To App or Not to App: Engaging Consumers via Branded Mobile Apps

A Model of Effects of Narrative as Culture-Centric Health Promotion

Proactive Engagement of Opinion Leaders and Organization Advocates on Social Networking Sites

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