Advertising creativity: Its influence on media response states towards the Hierarchy of effects

Advertising creativity: Its influence on media response states towards the Hierarchy of effects

The study investigates the influence of Advertising Creativity (AC) on Ad effectiveness in the context of Interactive Digital Media (IDM). The inquiry seeks to bridge a somewhat limited regard for AC in the context of IDM and provide insight into AC's place in audience communication processes a...

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Bibliographic Details
Main Authors: Miguel Paolo L. Paredes, Reynaldo A. Bautista, Jr., Rayan P. Dui
Format: Article
Language:English
Published: Elsevier 2023-09-01
Series:Heliyon
Subjects:
Advertising creativity
Differential susceptibility to media model
The hierarchy of effects
Conditional media effects
Media response states
Online Access:http://www.sciencedirect.com/science/article/pii/S2405844023064915

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http://www.sciencedirect.com/science/article/pii/S2405844023064915

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