Exploring the role of control in digital advertising effectiveness
Hu, Xiaohan
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Permalink
https://hdl.handle.net/2142/116029
Description
Title
Exploring the role of control in digital advertising effectiveness
Author(s)
Hu, Xiaohan
Issue Date
2022-06-14
Director of Research (if dissertation) or Advisor (if thesis)
Wise, Kevin
Doctoral Committee Chair(s)
Wise, Kevin
Committee Member(s)
Yao, Mike
Duff, Brittany
Buetti, Simona
Department of Study
Inst of Communications Rsch
Discipline
Communications and Media
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Perceived control
User control
Personalization
Advertising effects
Eye tracking
Abstract
Media technologies have changed how we process media information by enabling more interactive and relevant communication processes. Today media communication are primarily shaped by both user control, where the media users actively choose and determine their media experience, and system control, where the media technologies and the underlying algorithms automatically generate and push relevant information to users. Understanding how both these processes influence media users’ perceptions and responses to media messages is thus an important yet relatively unexplored topic in digital media and communication research. This study explores how ad choice, representing self-controlled advertising communication, and ad personalization, representing system-controlled advertising communication, influence media users’ responses, including perceived control, ad attitude, and visual attention. Findings from an experiment showed that having ad choice in determining which ad to view enhanced media users’ perceived control, which positively influenced attitude toward the ad. While the effect of ad choice on visual attention was not significant, ad personalization was found to increase visual attention. Results also showed that ad choice could significantly affect media users’ perceived personalization, which enhanced both ad attitude and visual attention. Theoretical and managerial implications of these findings are discussed.
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