Measuring involvement with editorial content: conceptualization, scale development, and the effects on advertising

This paper addresses the perennial big question about media, at least among online, magazines, and print: 'Which medium is most involving?' However this question is framed in a more meaningful way by recognizing that involvement is a multidimensional construct and that some media may be higher on one dimension and lower on another.

Measuring involvement with editorial content: conceptualization, scale development, and the effects on advertising

Edward MalthouseMedill School of Journalism, United States

Bobby J. CalderKellogg School of Management and Medill School of Journalism, United States

INTRODUCTION

The effectiveness of an advertisement depends on the brand being advertised, the quality of the ad itself, and characteristics of the execution such as the size of the ad and “location” in the medium (e.g., back cover, inner front cover, etc.). An additional factor, which has recently been receiving substantial attention in the advertising community, is reader/viewer involvement, sometimes called engagement,...

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