A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research

Andrews, J. Craig; Durvasula, Srinivas; Akhter, Syed H.

doi:10.1080/00913367.1990.10673198

Cited by 329 publications

(237 citation statements)

References 35 publications

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“…pp.). In consumer behaviour literature, three dimensions of involvement are distinct intensity, duration and orientation (Andrews, Durvasula & Akhter, 1990). Duration of involvement is the basic aspect of differentiation between situational and enduring involvement.…”

Section: Involvement and The Role Of Customersmentioning

confidence: 99%

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

Ercsey¹

2017

JOC

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According to service dominant logic (SDL), customers are always active participants and collaborative partners in exchanges; therefore we should focus on the elements of consumer behaviour that are connected with the value co-creation. By involving the customers in service production, providers can capture customers' needs and maintain their competitiveness. The cutomers' roles may lead to a higher productivity and competitive quality for companies. Previous researches recognized two types of the customers' co-creation behaviour. First, it is the consumers' participation behaviour. Then, the other one is the consumers' citizenship behaviour. The goal of our study is to examine how the level of involvement influences two kinds of behaviour mentioned. Besides, we explore if respondents' participation behaviour or citizenship behaviour influence the perceived value of service provided. In 2015, for examination of our research questions, we carried out a quantitative research and applied quota sampling to obtain data from two target groups (X and Y generations). The activity and attitude of individuals related to performance of an extra-role in service interaction is less favourable than the required in-role behaviour. According to the results of our survey, the level of involvement influences the customers' mandatory behaviour and volunteer behaviour when working on a co-creation value. Empirically verifiable, the service users' activity in a value creation affects customers' value of the service.

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Section: Involvement and The Role Of Customersmentioning

confidence: 99%

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

Ercsey¹

2017

JOC

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“…The reason for this is that social anxiety drives protective attitudes toward the potential invasion of encoded information (i.e., information from the marketer who created the code) aimed at personal information disclosure. The opposing power would be situational involvement, which is strongly associated with the degree of purchase occasion, object usage, irrevocability, and personal responsibility associated with the decision [2]. All things being equal, high situational involvement would require higher personal decision making, thus leading to greater apprehension over personal data transaction through, for example, QR codes.…”

Section: Hypothesesmentioning

confidence: 99%

“…Prior research has indicated that the level of situational involvement declines when the ultimate goal is achieved. In mobile promotion, the persuasive effect of a promotional campaign is expected to exist only in the short term, and the intensity of such an effect is expected to be more persistent for high versus low involvement [2,56]. Furthermore, situational involvement associated with a purchasing decision is highly related to the type of product, where specific information is given and a cognitive search starts.…”

Section: Situational Involvementmentioning

confidence: 99%

Privacy Concerns in Quick Response Code Mobile Promotion: The Role of Social Anxiety and Situational Involvement

Okazaki

Navarro-Bailón

Molina-Castillo

2012

International Journal of Electronic Commerce

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El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscription With the proliferation of BlackBerry, iPhone, and Android phones in the past few years, mobile handsets have gained a new name: smartphone. Smartphones offer enhanced usability, enabling users to enjoy seamless Internet services. Its sophisticated, multifunction touch screen keyboard replaces a tiny keyboard, which had proved a major obstacle to mobile commerce (m-commerce) adoption. As a result, services-including voice search, SNSs (social networking sites), GPSs (global positioning systems), and other downloadable applications-are becoming truly ubiquitous because they are accessible to users regardless of their physical location and time constraints. As of February 2011, the number of downloads from iPhone's App Store exceeded 10 billion [3]. Consequently, there is a growing expectation that m-commerce is finally on its way to becoming a reality, after being a "hot topic" for a decade [36]. Despite this optimism, however, experts see clouds on the horizon. According to a recent survey [29], approximately 70 percent of all SMS (short message service) spam is related to attempted financial fraud. Mistakenly replying to this spam may lead to phishing 1 or to premium rate fraud. 2 Some attacks employ click fraud related to gambling sites, followed by fraudulent loan services [55]. Of even greater concern is "bluesnarfing," in which calls can be hijacked, personal data can be stolen, and other violations can take place [52]. In short, there are an increasing number of unethical practices via mobile telecommunication systems. Deceptive invitations have become Privacy Concerns in Quick Response

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“…Los sujetos altamente implicados realizan un mayor esfuerzo cognitivo durante la comprensión y elaboración de la información que reciben (Andrews et al, 1990), por lo que, en el marco de las actividades de patrocinio, se les podría dirigir mensajes más complejos que contengan información más detallada acerca del producto o la marca patrocinadora. Los sujetos de baja implicación tienen mayor confianza en aspectos superficiales del mensaje (Maheswaran y Sternthal, 1990), por lo que se recomiendan comunicaciones más simples y breves aunque con mayor frecuencia de emisión.…”

Section: Conclusiones Limitaciones Y Futuras Líneas De Investigaciónunclassified

Sports sponsorship: spectator's involvement and the effects on the identification and loyalty

Díaz¹,

Herrera²,

Parreño³

2012

cuadernosgestion

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Sports sponsorship has increased notably during the last years being used by brands not only as a key tool of their marketing communications but even their market positioning. This research analyzes the influence of sports spectator’s involvement to motorcycling –specifically MotoGP- in identification and loyalty to their favourite pilot. The ability of managers to generate profits from stakeholders such as sponsors and the media is directly related to size and loyal viewers identified an athlete or team, hence the importance in this area of these variables. A cross-sectional empirical research, based on the literature on consumer involvement and its relationship to loyalty and identification, providing a basis for contrast, by using technical analysis of covariance structures, the proposed theoretical model. Study results reveal that consumer involvement with a sport direct influence, both positively and significantly in their identification as their loyalty to their favourite pilot. Managerial implications of the findings and future research areas are also discussed.

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A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research

Cited by 329 publications

References 35 publications

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

Privacy Concerns in Quick Response Code Mobile Promotion: The Role of Social Anxiety and Situational Involvement

Sports sponsorship: spectator's involvement and the effects on the identification and loyalty

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