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1. Toler, Richard L., Jr. Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site.

Degree: 2017, Northcentral University

A majority of marketers plan to increase their investment in online marketing messaging to reach an expanding population of potential consumers using online social networking platforms. The problem addressed in this study was a marketer’s inability to determine the most effective video advertising in a social networking site to increase consumer attitude and engagement. A non experimental quantitative survey study was used to gather data to test a unique hypothesized structural equation model based on the theory of advertising involvement and the affect transfer theory. The purpose was to examine the relationships among the factors of consumer attitude, defined as attitude toward the advertising and attitude toward the brand, the second order construct of advertising involvement, and the consumer engagement behaviors of sharing intention and purchase intention. Participants were recruited from the student body of a community college located in a major metropolitan city in the southwest United States. Data analysis consisted of summary descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The objective of the research was to contribute to the theoretical body of knowledge by demonstrating the generalizability of the theory of advertising involvement to video advertising. The measurement model was a good fit to the data, CFI = 1.00, RMSEA = 0.000. Findings indicated that the theory of advertising involvement, first validated in the context of static advertising, is useful in understanding the relationship of the factors in the context of video advertising. Attitude toward the advertising played a significant mediating role between advertising involvement and the two factors, attitude toward the brand and sharing intention. Attitude toward the brand played a significant mediating role between advertising involvement and the two factors of sharing intention and purchase intention. Attitude toward the advertising had no significant influence on purchase intention. The structural model can serve as a useful tool in evaluating video advertising in a social networking site. Future research with the model should be conducted with different types of products, different types of videos, and different consumer populations.

Subjects/Keywords: Business administration; Marketing; Commerce-Business

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Toler, Richard L., J. (2017). Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site. (Thesis). Northcentral University. Retrieved from http://pqdtopen.proquest.com/#viewpdf?dispub=10598949

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Toler, Richard L., Jr. “Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site.” 2017. Thesis, Northcentral University. Accessed October 23, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10598949.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Toler, Richard L., Jr. “Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site.” 2017. Web. 23 Oct 2017.

Vancouver:

Toler, Richard L. J. Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site. [Internet] [Thesis]. Northcentral University; 2017. [cited 2017 Oct 23]. Available from: http://pqdtopen.proquest.com/#viewpdf?dispub=10598949.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Toler, Richard L. J. Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site. [Thesis]. Northcentral University; 2017. Available from: http://pqdtopen.proquest.com/#viewpdf?dispub=10598949

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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