The rapid advancement of tech industries in recent decades has consumers growing more attached to our tech devices, leading firms to spend more money on digital advertising.
With many companies allocating more time and resources to social media development, marketing and advertising managers are eager to know how much their investment is paying off.
Researchers at the University of Texas studied how various factors of eWOM messages impact consumers’ attitudes of the reviewer, the product, and their intent to purchase. The study measures how message valence can influence consumer opinions.
Professors John Leckenby and Hairong Li recognized the potential of interactivity impacting the creation and delivery of advertising 17 years ago and founded the Journal of Interactive Advertising (JIAD).