Multimedia ad exposure scale: measuring short-term impact of online ad exposure

Abstract The shift toward fragmented and ubiquitous use of multimedia poses several challenges to our understanding assessment exposure its effects. This article focuses on advertising impact consumer behavior. It presents the development Multimedia Ad Exposure Scale (MMAES) – an instrument designed measure short-term effects online ad in terms engagement, psychological reactance, awareness attitude, purchase intention. main research challenge has been identify core dimensions that can reliably such exposure, particularly context ad-supported video streaming. MMAES is presented through conceptualization, operationalization, observational study conducted via crowdsourcing. target group young adults (ages 18-24, N = 360), digital natives who engage with streaming more than any other user group. Exploratory factor analysis revealed a well-defined four-factor structure MMAES. results validity reliability measures show good content construct as well overall very internal consistency Overall, reliable for measuring weak ground truth.