The impact of online news’ context on the effects of display advertising : comparing the effects of positive and negative online news

• Autor(a) principal: Cunha, Beatriz Ferreira Pinto Afonso e
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/29628
• topic: Marketing; Display advertising; Online news; Attitude towards the ads; Attitude towards the brand and purchase intention; Notícias online; Atitude em relação ao anúncio; Atitude de marca e intenção de compra; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The investment on digital media is a growing trend in today’s marketing environment, being display advertising a format usually adopted by marketers. Online news consumption is accompanying this growth and it is extremely hard to find online news articles without multiple elements that can influence readers' attention to other third-party content, such as display ads. While it is evident that advertisements exposed next to related articles is relevant and effective for advertisers. The real effect of the valence of the online news context - positive or negative - on consumers' attitudes and purchase intention towards the brand advertised is poorly known. An online survey was conducted in which two different versions of online news - positive and negative - about the CO2 emission in the automobile industry were created. One group of participants was exposed to the positive news and the other group to negative news. The groups were further analysed and compared for their differences on the dependent variables. The result indicates that the valence of the news context – positive or negative - has no significant impact on the attitude towards the ad, the attitude towards the brand and purchase intention. However, the attitude towards the ad positively affects the purchase intention. This research is relevant for advertisers, so they can redefine ad placement strategies, allocating display ads on relevant webpages and thus ensuring positive attitudes towards the website content. Finally, limitations and future research are presented.