دانلود رایگان مقاله مشارکت تبلیغاتی تلویزیون به عنوان حالت غوطه وری و حضور

abstract

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.

5. Conclusions and discussion

5.1. Conclusions The proposed conceptualization of the construct is affirmed: TV advertising engagement as an event in which the viewer is psychologically and concurrently immersed in and present with a TV advertisement.The construct, as conceived and measured, is independent of its antecedents and consequences, and fully and strongly mediates the effect of message relevance on advertising involvement. The produced fouritem scale (shown in Table 5) is structurally invariant across different people, product types, and viewing conditions, thereby demonstrating (1) scale stability; (2) a high level of reliability based on Cronbach's alpha and composite reliability; and (3) strong validity in terms of its unique relations to other traditional advertising response variables. The take away is that the scale provides researchers a theoretically sound instrument for studying TV advertising engagement, and practitioners with a useful tool to gauge the stopping and holding power of TV advertisements.