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
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,...