The Effects of Digital Media Advertising Content on Message Acceptance or Rejection: Brand Trust as a Moderating Factor

The goal of this study is: (1) to expand upon prior research into general online content, (2) to analyze the acceptance and rejection factors of Internet advertising messages, and (3) to examine the moderating role of brand trust in this process. The results show that, when displaying intentions rel...

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Bibliographic Details
Published in:Journal of Internet commerce 2017-01, Vol.16 (4), p.364-384
Main Authors: Pintado, Teresa, Sanchez, Joaquin, Carcelén, Sonia, Alameda, David
Format: Article
Language:English
Subjects:
Advertising
Brand trust
Digital media
Irritation
message acceptance
online advertising
Rejection
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Summary:The goal of this study is: (1) to expand upon prior research into general online content, (2) to analyze the acceptance and rejection factors of Internet advertising messages, and (3) to examine the moderating role of brand trust in this process. The results show that, when displaying intentions relating to the acceptance of online advertising, brand trust is not a significant influencing variable. However, when studying the intent to reject a message, brand trust does act as a barrier against the negative effect of irritation, while when this trust does not exist, irritation exercises a significant negative effect on advertising value.
ISSN:1533-2861
1533-287X
DOI:10.1080/15332861.2017.1396079