Advertising Engagement: A Driver of Message Involvement on Message Effects

By Alex Wang. Journal of Advertising Research, 2006

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‘They are working every angle’. A qualitative study of Australian adults' attitudes towards, and interactions with, gambling industry marketing strategies (2012, background): “Audience engagement with marketing messages is also partly based on how messages are framed and presented within their surrounding contexts (Wang, 2006).”
Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives (2010, background): “Second, engagement is associated with the satisficing of utility and relevance (Fiore et al., 2005; Rappaport, 2007; Wang, 2006).”
Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy (2019, background): “Regarding the cognitive components of customer engagement, several authors make relevant contributions (e.g., Goldsmith, Flynn, & Kim, 2010; Wang, 2006).”
Engaging customers through online participation in social networking sites (2017, background): “Many studies reveal that when consumers are highly engaged with a media vehicle, they can be more responsive to brand advertisements (Bronner & Neijens, 2006; Coulter, 1998; Cunningham et al., 2006; Wang, 2006).”