Article2002

Antecedents and Consequences of Web Advertising Credibility

248 citations0/0 files storedJournal of Interactive Advertising

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Rapid growth in online advertising revenues indicates the viability of World Wide Web advertising as an alternative to that of traditional media. Practitioners and academicians recognize that building credibility is important in this relatively new environment. To date, no academic research has explored the interplay of vehicle and advertiser source credibility in determining advertising effects on the web. The present study explores antecedents and consequences of online advertising credibility and examines the effects of (1) website credibility, (2) ad relevance (the advertised product’s relevance to website content), and (3) advertiser credibility on ad credibility, ad and brand attitudes, and product purchase intentions. Structural equation modeling systematically tested and refined a model representing interrelated relationships among the relevant variables. The results suggest that source credibility is vital to understanding web advertising effectiveness. Managerial implications and directions for future research are provided.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1997ATTITUDES AND ATTITUDE CHANGE 1979An Information Processing Theory of Consumer Choice 2017Communication And Persuasion 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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