The effects of ad–context congruency on responses to advertising in blogs

Segev, Sigal; Wang, Weirui; Fernandes, Juliana Gomes

doi:10.2501/ija-33-1-017-036

Cited by 61 publications

(30 citation statements)

References 1 publication

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Digital advertising research corroborates these findings by showing that thematic congruence between an ad and the site content renders a product more appealing (Flores et al, 2014), generates more click-through (Cho, 2003), increases customer awareness and generates better attention and recall compared to an incongruent ad (Rieger et al, 2015;Zanjani et al, 2011). An ad's context congruence also elicits favourable responses in terms of attitudes toward the ad (Choi and Rifon, 2002) and purchase intention (Jeong and King, 2010;Segev et al, 2014). Moreover, a much more recent investigation also revealed that congruence with the brand's essence has a positive effect on purchases (Becker et al, 2019).…”

Section: Ad-website Congruence In Defining Ad Authenticitymentioning

confidence: 96%

Understanding Authenticity in Digital Cause-Related Advertising: Does Cause Involvement Moderate Intention to Purchase?

Ndasi

Akcay

2020

Westminster Papers in Communication and Culture

View full text Add to dashboard Cite

The paper provides a survey understanding of two dimensions of perceived authenticity in digital cause-related marketing (CRM) display advertising and models the impact on consumers' responses. It develops a model with a set of six hypotheses and tests them through a multivariate structural equation technique on quantitative data generated by a survey procedure on a UK-based consumer panel. The 465 online panel participants consisted of 60% males and 40% females between the ages of 18 and 35. The findings provide empirical evidence that the perceived donation amount and adcontext congruence are intertwined perspectives of authenticity in digital CRM display ads, and show that both of these dimensions provide input to conferring authenticity on the ads. However, the perceived donation amount accounts for a stronger effect than ad-context congruence. The paper finds firms' altruistic motives an influential antecedent to the mediating role of attitudes towards the ad (AaD) as a fundraising tool. This is due to the nature of the impact of authenticity on the link with intention to purchase. Contrarily to expectation, the level of firms' involvement with a social cause does not moderate intention to purchase from the consumers' standpoint. The paper provides an interpretation of authentic perception in digital CRM advertising and proposes a composite model of the mechanism of this effect on consumers' response. In DCRM advertising, increasing the perception of donation magnitude is a key driver to advertising success, and the level of association with a social cause is not a significant factor in segmenting and targeting consumers.

show abstract

Section: Ad-website Congruence In Defining Ad Authenticitymentioning

confidence: 96%

Understanding Authenticity in Digital Cause-Related Advertising: Does Cause Involvement Moderate Intention to Purchase?

Ndasi

Akcay

2020

Westminster Papers in Communication and Culture

View full text Add to dashboard Cite

show abstract

“…Also potentially relevant is the field of social TV, which describes the simultaneous consumption of TV programming and production of social media by TV viewers (Fossen and Schweidel 2017;Viswanathan et al, forthcoming Chun et al 2014;Dahl en et al 2008;Moorman et al 2012;Segev, Wang, and Fernandes 2014), for example, placing car ads in programming about cars. Another recurring idea in the literature on congruence effects is that a context that is congruent with the ad can make the comprehension of the ad easier (e.g.…”

Section: Rq1mentioning

confidence: 99%

Understanding programmatic TV advertising

Malthouse

Masłowska

Franks

2018

International Journal of Advertising

View full text Add to dashboard Cite

Television is undergoing tremendous technological developments, which will enable marketers to direct commercial messages to more specific audiences at the individual and/or household level. Traditional ways of buying TV advertising are being challenged by the programmatic approach, which originated with search and display ads, and uses data and technology and real-time auctions to automate transactions between buyers and sellers. We discuss the changes to TV that enable the rise of programmatic models and propose that its future success depends on the coordination and availability of three factors, abbreviated DAD: distribution, ad inventory and data. We also elaborate on the effects of media context and how the TV program environment matters for advertising effectiveness. Finally, we discuss the future of TV advertising and related research needs.

show abstract

“…The empirical research of Li and Bukovac (1999) has concluded that animated banner advertising lead to quicker response and better recall than non-animated banners, and that large banner ads result in better understanding and more clicks than small banner ads. A recent study by Segev et al (2014) have also revealed that a banner ad that is consistent with the context can generate more positive attitudes toward the ad and the brand, as well as higher purchase intention.…”

Section: Why Does Web Advertising Design Matter?mentioning

confidence: 86%

“…Instead, they will depend on visual features such as pictures, music, background colors in order to reach to their decision (Grimes, 2008;Petty & Cacioppo, 1981). Although consumer involvement was confirmed as an important moderator in the relationship between site stimuli and consumer intention to search and process information (Cho,1999;Cho 2003;Richard, 2005;Segev et al, 2014), a possible moderating effect of product involvement in the relationship between online advertising design and motivational factors such as emotions and online trust has not been empirically tested. As such, future research in the field of web advertising can examine whether or not product involvement will strengthen the relationships between online banner ad characteristics (e.g., images, background colours, animation, and information type) and psychological factors such as emotional responses, attitude, satisfaction, online trust.…”

Section: Conclusion and Directions For Future Researchmentioning

confidence: 99%

“…Web advertising is considered the main marketing tool in influencing consumer purchase decision (Kiang, Raghu, & Shang, 2000). It is widely argued that the aesthetics are the key issue in online advertising success (Cho, 1999;Segev, Wang, & Fernandes, 2014;Wu, Wei, & Chen, 2008). This may be because of the nature of online environment where so many stimuli compete for consumers' visual attention.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Revising the Effects of Online Advertising Attributes on Consumer Processing and Response

Shaouf¹

2018

IJMS

View full text Add to dashboard Cite

With advances in technology, the internet has allowed advertisers to design advertisements with unique features that can help capture consumers’ visual attention and enhance their psychological states such as attitudes and emotions. Yet, web advertising features and attributes can significantly contribute to online consumer behaviors. This paper strives to provide guidelines for researchers and advertisers as to what outlines the effects of online advertising design on consumers’ processing and multiple outcomes. The findings indicated that exposure to a well-designed online advertisement can influence several cognitive and emotional responses, such as attention to the ad, motivations to process the ad, depth of processing, pleasure, arousal, and online purchase intention. According to the present review, consumer involvement is regarded as an important moderator in the relationships between web advertising content as well as design and several responses, including consumers’ intention to search and process information. The article concludes by identifying several areas of opportunities for advancing our understanding of web advertising effects. Marketers and advertisers will find the current work useful, as it can be used to maximize the effectiveness of web advertising.

show abstract

The effects of ad–context congruency on responses to advertising in blogs

Cited by 61 publications

References 1 publication

Understanding Authenticity in Digital Cause-Related Advertising: Does Cause Involvement Moderate Intention to Purchase?

Understanding Authenticity in Digital Cause-Related Advertising: Does Cause Involvement Moderate Intention to Purchase?

Understanding programmatic TV advertising

Revising the Effects of Online Advertising Attributes on Consumer Processing and Response

Contact Info

Product

Resources

About