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 Research Officer Joe Plummer at the annual conference, the ARF unveiled a working definition of engagement: "engagement is turning on a prospect to a brand idea enhanced by the surrounding context" (Elliott, 2006). Consumers increasingly insist on being able to consume media when and where they want, on any platform or device. Consumers have a newfound control over...

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