The effects of ad-context congruency on responses to advertising in blogs: Exploring the role of issue involvement

摘要: This study examines the effect of ad–context congruency and moderating role issue involvement on consumers’ responses to banner ads blogs. Results indicate that a ad is thematically congruent with blog’s context generates more favourable than an not context. However, moderates congruency. When was placed in context, individuals who were highly involved discussed blog responded positively ad. when incongruent less favourably Findings suggest especially important targeting audiences feel very relevant them. In contrast, incongruency better perceived by are issue. We explain these findings using tenets contextual priming vs co...