Welcome to the InfoSci Platform
Reference Hub3
Skepticism Toward Online Advertising: Causes, Consequences, and Remedial Moderators

Skepticism Toward Online Advertising: Causes, Consequences, and Remedial Moderators

Raja Ahmed Jamil, Abdul Qayyum, Mohammad Saeed Lodhi
Copyright: © 2022 |Volume: 12 |Issue: 1 |Pages: 21
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781683182450|DOI: 10.4018/IJOM.288426
Cite Article Cite Article

MLA

Jamil, Raja Ahmed, et al. "Skepticism Toward Online Advertising: Causes, Consequences, and Remedial Moderators." IJOM vol.12, no.1 2022: pp.1-21. http://doi.org/10.4018/IJOM.288426

APA

Jamil, R. A., Qayyum, A., & Lodhi, M. S. (2022). Skepticism Toward Online Advertising: Causes, Consequences, and Remedial Moderators. International Journal of Online Marketing (IJOM), 12(1), 1-21. http://doi.org/10.4018/IJOM.288426

Chicago

Jamil, Raja Ahmed, Abdul Qayyum, and Mohammad Saeed Lodhi. "Skepticism Toward Online Advertising: Causes, Consequences, and Remedial Moderators," International Journal of Online Marketing (IJOM) 12, no.1: 1-21. http://doi.org/10.4018/IJOM.288426

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Despite the enormous spending on digital advertising, consumers are skeptical toward online advertising (STA). We integrated advertising value and stimulus-organism- response (SOR) frameworks to develop a model of STA's causes and consequences. Product knowledge and perceived ethics of online seller (ETH) were proposed as moderators. For study 1, moderated-moderated mediation technique was applied on the time-lagged data of 411 consumers. For study 2, a between-subject experiment (n = 179) compared the effects of skepticism across video and picture ads. The results indicate that ETH and product knowledge moderated the relationships between stimulus-organism and organism-response states, respectively. Moreover, consumers showed favorable attitudes toward video ads. This study made novel contributions to research on STA by filling multiple voids (a) integration of advertising value and SOR (b) infotainment and puffery as predictors (c) product knowledge and perceived ethics of online seller as moderators (d), and comparison across advertisement type (video vs. picture).