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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  • @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.