Advertising Wearout and Loyalty: The Moderating Role of Consumer Involvement

Ruo Yang; Yongzhong Yang; Shafi Mohsin; Yunyan Tang

Proceedings of the 5th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2023, December 8–10, 2023, Guangzhou, China

Research Article

Advertising Wearout and Loyalty: The Moderating Role of Consumer Involvement

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Cite: BibTeX Plain Text

@INPROCEEDINGS{10.4108/eai.8-12-2023.2344709,
    author={Ruo  Yang and Yongzhong  Yang and Shafi  Mohsin and Yunyan  Tang},
    title={Advertising Wearout and Loyalty: The Moderating Role of Consumer Involvement},
    proceedings={Proceedings of the 5th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2023, December 8--10, 2023, Guangzhou, China},
    publisher={EAI},
    proceedings_a={MSIEID},
    year={2024},
    month={4},
    keywords={advertising wearout; irritation; loyalty; consumer involvement},
    doi={10.4108/eai.8-12-2023.2344709}
}

Ruo Yang
Yongzhong Yang
Shafi Mohsin
Yunyan Tang
Year: 2024
Advertising Wearout and Loyalty: The Moderating Role of Consumer Involvement
MSIEID
EAI
DOI: 10.4108/eai.8-12-2023.2344709

Ruo Yang¹, Yongzhong Yang²^,*, Shafi Mohsin³, Yunyan Tang⁴

1: Chengdu University of Information Technology
2: Sichuan University
3: Liaquat University of Medical and Health Sciences Jamshoro
4: School of Tourism Management

*Contact email: yangyongzhong116@163.com

Abstract

This research discusses the effect of advertising wearout on consumers when it comes to online video advertisements. By analyzing the collected data (n=231) using partial least square SEM, it is found advertising wearout was positively correlated with irritation, while irritation was negatively correlated with loyalty. Additionally, consumer involvement moderated the relationship of irritation and loyalty.

Keywords: advertising wearout; irritation; loyalty; consumer involvement

Published: 2024-04-18
Publisher: EAI

: http://dx.doi.org/10.4108/eai.8-12-2023.2344709

Advertising Wearout and Loyalty: The Moderating Role of Consumer Involvement

Abstract

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