Skepticism Toward Online Advertising

Despite the enormous spending on digital advertising, consumers are skeptical toward online advertising (STA). We integrated value and stimulus-organism- response (SOR) frameworks to develop a model of STA's causes consequences. Product knowledge perceived ethics seller (ETH) were proposed as moderators. For study 1, moderated-moderated mediation technique was applied time-lagged data 411 consumers. 2, between-subject experiment (n = 179) compared effects skepticism across video picture ads. The results indicate that ETH product moderated relationships between stimulus-organism organism-response states, respectively. Moreover, showed favorable attitudes This made novel contributions research STA by filling multiple voids (a) integration SOR (b) infotainment puffery predictors (c) moderators (d), comparison advertisement type (video vs. picture).