Advertising Engagement: A Driver of Message Involvement on Message Effects

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...