مخاطبانتان چگونه گرفتار می شوند ؟ تعریف کلی مشارکت تبلیغات

This article aims to reconcile some inconsistencies on the three constructs of advertising involvement, advertising relevance and media engagement. Then it develops a scale to holistically measure overall advertising involvement. Three previously measured types of involvement (message, media, and creative) are regrouped into one multidimensional structure with three correlated dimensions. The scale is then used to show that overall advertising involvement is capable of shaping attitudes leading to various consumer outcomes. Contributing to the literature on advertising involvement, this research confirms that overall advertising involvement is both situational and enduring. From a professional perspective, the research proposes a measurement tool better suited to understanding the scope of overall consumer involvement with advertising.

In 1964, Marshall McLuhan stated: “The medium is the message” and mass media was not about “the size of the audience, but of the fact that everybody becomes involved” (p. 349). McLuhan meant that consumers are not immune to advertising stimuli; rather, they react to various components of advertising, and media, message, and creative execution may all together work to influence consumers. For example, would Super Bowl ads for Doritos be as involving if they were in print rather than on television, about nutritional facts rather than the pleasure of snacking during a great game, presented in a bland rather than a humorous execution? The advent of new formats, media convergence and diversification of consumer target markets is forcing advertisers to reconsider and reconfigure campaign metrics in order to better understand why advertising works, not just if it does (Rappaport, 2007 and Woodard, 2006). Thus, the ad industry wants to define involvement with media, subject, and advertiser, and this has led to the desire to shift from impression-based models to what advertisers are calling engagement-based models (Abdul-Ghani et al., 2011, Mollen and Wilson, 2010 and Skerik, 2011). Unfortunately, advertisers have various definitions of what are involvement, relevance, and/or engagement. The same is true of researchers, e.g. Wang (2006) considers it contextual relevance whereas Heath (2009) considers it to be the result of stimulation of emotions. This article seeks first to review and reconcile some inconsistencies on the three constructs advertising involvement, relevance and engagement, and to introduce the concept of overall advertising involvement. Then, we develop a scale to holistically measure overall advertising involvement. Three types of involvement (i.e., message, media, and creative) are regrouped into one second-order construct with three correlated dimensions. The new measure is used to show that overall advertising involvement is able to shape attitudes leading to several consumer outcomes.

The findings show that overall advertising involvement as a measure encompassing message, media, and creative involvement significantly shapes brand attitude and leads consumers to engage in more action-oriented marketing behaviors. Additionally, the interest generated by the message contributes to favorably influence the behaviors directly. The findings confirm the relationships among overall advertising involvement, brand attitude, and behaviors. They also show that overall advertising involvement is not well represented using a one-dimensional approach such as situational (Celsi & Olson, 1988), product (Zaichkowsky, 1985), or message (Petty et al., 1983) in isolation. It is a combination of the three types of involvement that results in a more powerful representation of how the overall involvement of consumers actually shapes their brand attitude leading to stronger marketing responses. Before forming brand attitude, consumers engage in cognitions and establish the overall relevance of an advertisement. The relationship between cognitions and affect is supported by the structural model. The findings demonstrate a more coherent picture of the mediating role of brand attitude rather than their primary role in influencing behavior. The model also demonstrates that brand attitude is not an independent variable capable of influencing marketing behaviors, but rather that in most cases, brand attitude is first shaped by overall advertising involvement.