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

Nam-Hyun Um

International Journal of Internet Marketing and Advertising, 2017, vol. 11, issue 1, 64-82

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. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=82999 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:11:y:2017:i:1:p:64-82

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().