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http://dx.doi.org/10.14400/JDC.2018.16.5.207

The Interaction Effects of Online Advertising Types and Self-Monitoring  

Han, Sangpil (Department of Advertising and Public Relations, Hanyang University)
Publication Information
Journal of Digital Convergence / v.16, no.5, 2018 , pp. 207-211 More about this Journal
Abstract
TThis research paper discusses the results of an article on the effects of moderating role of self-monitoring on response to the two different types of online advertising appeals. It was hypothesized that low self-monitors show more positive attitude towards brand when exposing advertisements with product quality-based online advertising than high self-monitors, whereas high self-monitors show more positive attitude towards brand when exposing advertisements with image-based online advertising than low self-monitors. Through an experimental design involving product quality and image-based online advertising, this article demonstrates that the role of self-monitoring in online advertising effects is similar to traditional advertising studies. Based on the results of the study, practical and theoretical suggestions are interpreted in relation to online advertising creative messages and strategies.
Keywords
Online advertising; Self-monitoring; Advertising effects; Advertising appeals; Attitude toward brands;
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Times Cited By KSCI : 2  (Citation Analysis)
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