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Examining digital advertising using an affect transfer hypothesis

Kristin Stewart (College of Business Administration, California State University San Marcos, San Marcos, California, USA)
Matt Kammer-Kerwick (The IC2 Institute, The University of Texas at Austin, Austin, Texas, USA)
Hyeseung Elizabeth Koh (Stan Richards School of Advertising, University of Texas at Austin Moody College of Communication, Austin, Texas, USA)
Isabella Cunningham (Stan Richards School of Advertising and PR, University of Texas at Austin Moody College of Communication, Austin, Texas, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 17 May 2018

Issue publication date: 25 May 2018

2427

Abstract

Purpose

This paper aims to develop a framework for understanding consumers’ response to digital advertising using the affect transfer hypotheses and incorporating search behaviors. The paper also offers future research suggestions.

Design/methodology/approach

A quantitative approach is used in this paper by conducting survey research on a research panel. Structural equation model with multi-group comparisons is conducted. The research is conducted using a general US population sample.

Findings

Findings demonstrate that the affect transfer hypothesis is sufficient to enhance extant understanding of consumers’ response to digital advertising, but the incorporation of search intentions into the model improves the explanatory power.

Originality/value

To date, little research in digital marketing has studied search intentions and less has done so in the context of digital video advertising. Interestingly, theory from a more traditional domain can lends support for the authors hypotheses.

Keywords

Acknowledgements

The authors would like to acknowledge the IC2 Institute at The University of Texas at Austin for funding the grant with which this research was made possible.

Citation

Stewart, K., Kammer-Kerwick, M., Koh, H.E. and Cunningham, I. (2018), "Examining digital advertising using an affect transfer hypothesis", Journal of Research in Interactive Marketing, Vol. 12 No. 2, pp. 231-254. https://doi.org/10.1108/JRIM-07-2017-0053

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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