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...

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