Do young travellers perceive rich media ads to be intrusive? Evidence from India Online publication date: Wed, 28-Aug-2024
by Vinod Madhavan; Simon George
International Journal of Business Excellence (IJBEX), Vol. 33, No. 4, 2024
Abstract: This paper investigates the role of respect in developing an attitude towards brands, the website of the publisher and online advertising of young travellers when subjected to intrusive advertising. In an experimental design framework, data was gathered from 322 young Indian travellers. The findings suggest perceived respect fully mediates the relation between perceived ad intrusiveness and attitude towards brand and online advertisement. Whereas, the relationship between perceived ad intrusiveness and attitude towards website is partially mediated by perceived respect. Managers should adopt a balanced view and switch to congruent advertisements. Various managerial and theoretical contributions are outlined. The study draws on the developing literature on the link between ad intrusiveness and attitude formation towards brands and the emerging literature on online advertising. The results indicate a strong relationship between respect and ad intrusiveness in the context of online advertisements in destination marketing.
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