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Title: Display advertising: the role of context and advertising appeals from a resistance perspective
Authors: Tsiotsou, Rodoula H.
Hatzithomas, Leonidas
Wetzels, Martin
Type: Article
Subjects: FRASCATI::Social sciences
FRASCATI::Social sciences::Economics and Business
Keywords: Brand launch
Consumer resistance
Display advertising
Advertising context
Advertising appeal
Energy drink
Forced exposure
Issue Date: 4-Apr-2023
Publisher: EMERALD
Source: Journal of Research in Interactive Marketing
Abstract: Purpose This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market. Design/methodology/approach To accomplish this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, a total of 138 participants visited a website with the targeted display ad and responded to an online questionnaire. Findings Overall, the results of two studies show that the relationship between CR and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge and understanding of interactive marketing communications such as display advertising. Originality/value The study is a novel attempt within the well-established realm of interactive marketing and, specifically, of digital advertising to examine the persuasive effects of display ad features such as the context, appeal and exposure on display ad effectiveness, considering consumers' predispositions such as resistance to change.
ISSN: 2040-7122
Electronic ISSN: 2040-7122
Other Identifiers: 10.1108/JRIM-09-2022-0302
Appears in Collections:Department of Business Administration

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