Title: The effects of social presence, contextual congruence and source credibility in evaluation of online advertising on news websites

Authors: Nam-Hyun Um

Addresses: School of Advertising & Public Relations, Hongik University, 2639 Sejong-ro, Jochiwon-eup, Sejong 339-701, South Korea

Abstract: This study investigates how advertising on news websites is affected by social presence, contextual congruence and source credibility. It employs a 2 (social presence vs. no social presence) × 2 (contextual congruence vs. no contextual congruence) × 2 (high website credibility vs. low website credibility) between-subject factorial experimental design. Participating in this study are a total of 328 students from a university in the upper Midwest. Findings suggest that social presence positively influences how consumers evaluate advertising and brand. Contextual congruence also positively influences consumers' advertising and brand evaluations. Source credibility, however, positively influences only advertising evaluation (not brand evaluation). This study broadens our understanding of the roles of social presence, contextual congruence, and media vehicle effects in a computer-mediated communication context.

Keywords: social presence; contextual congruence; source credibility; online advertising; news websites; online ads; brand evaluation; advertising evaluation.

DOI: 10.1504/IJIMA.2017.082999

International Journal of Internet Marketing and Advertising, 2017 Vol.11 No.1, pp.64 - 82

Accepted: 24 Oct 2016
Published online: 17 Mar 2017 *

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