The effects of social presence, contextual congruence and source credibility in evaluation of online advertising on news websites Online publication date: Fri, 17-Mar-2017
by Nam-Hyun Um
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 11, No. 1, 2017
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.
Online publication date: Fri, 17-Mar-2017
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org