Advertising Engagement: A Driver of Message Involvement on Message Effects

Alex Wang

Engagement plays a contingent role in the effectiveness of advertising processing that corresponds to the message effects created during the process.

Advertising Engagement: A Driver of Message Involvement on Message Effects

Alex WangUniversity of Connecticut-Stamford
On March 21, 2006, the Advertising Research Foundation (ARF) announced its new official definition of engagement. Delivered by ARF Chief...

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