Construct · 1 fields · 1 citations

media engagement: a standalone construct

One name. One construct. A landmark on the map.

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Advertising

the collective experiences a person has with a media vehicle or site, which can increase the effectiveness of advertising placed there.

In advertising, media engagement refers to the collective experiences a person has with a media vehicle or site, which can increase the effectiveness of advertising placed there. This meaning comes from Calder (2009) in Journal of Interactive Marketing.[1]

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Nearby constructs

effectiveness4 fields · 6 citationsjingle · one word, four constructs engagement8 fields · 13 citationsjingle · one name, seven constructs person3 fields · 6 citationsjingle · one word, three constructs

References

Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23(4), 321-331. https://doi.org/10.1016/j.intmar.2009.07.002

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