How Context Influences Persuasion of e-Magazine Ads

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Summary

Research has grappled with understanding how important context is in advertising effectiveness on digital platforms. But a new study connects the dots between viewers’ motives, how users process ads and the persuasiveness of those ads, given the context of surrounding media. The findings offer fresh insight into how to implement digital advertising, specifically on e-magazine platforms.

Achyut Telang (achyutktelang@gmail.com) is an Assistant Professor of marketing at ICFAI Business School, (IBS), Hyderabad, India. His research focuses on communication, advertising effects and persuasion.

Debajani Sahoo (debajanis1@yahoo.co.in) is Associate Professor of Marketing at IBS, Hyderabad. She specializes in research on service innovation, consumer commitment and consumer engagement.

Sreejesh S.(sreejeshs@iimk.ac.in) is Assistant Professor of Marketing at the Indian Institute of Management Kozhikode (IIMK), Kerala, India. He serves on the editorial board of the International Journal of Consumer Studies and has authored books with Pearson and Springer International.

Justin Paul (profjust@gmail.com) is Professor of Marketing at the University of Puerto Rico Graduate School of Business, and Editor-in-Chief of International Journal of Consumer Studies.

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