Title: Investigating the impact of digital media advertising content on accepting or rejecting the message mediated by advertising value and modifier of brand trust and marketing innovation (case study: citizens of the west of Tehran)

Authors: Mahshid Janmohammadi

Addresses: Faculty of Management, University of Tehran, Crossroad of Chamran and Jalal Al Ahmad Highway, Next to Tarbiat Modarres Metro Station, Tehran, Iran

Abstract: The goal of this analysis is to examine the influence of digital advertising content on the reception or denial of messages. Research variables include educational content, entertainment, stimulation and advertising value, brand trust, and the intention to embrace or reject the message and innovation. The research approach is path analysis and modelling of structural equations. To analyse the data in the descriptive statistics section and reliability test, SPSS software will be used and in the section of confirming the validity of the structure while SmartPLS software will be used to approve the general model. The findings revealed that the relationship between the dimensions of digital media and the purpose to embrace or deny the advertising message with advertising value is moderated by the brand trust. The results also showed that marketing innovation is a good modifier for the relationship between advertising value and the intention to accept or reject the brand.

Keywords: digital media; advertising value; brand trust; marketing innovation.

DOI: 10.1504/IJEMR.2022.121868

International Journal of Electronic Marketing and Retailing, 2022 Vol.13 No.2, pp.206 - 223

Received: 30 Nov 2020
Accepted: 04 Jan 2021
Published online: 07 Apr 2022 *

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