Total views : 307

The Effects of Engagement Factors of Virtual Advertising on Purchase Intention: The Mediating Role of Advertising Attitude


  • Department of Advertising, Namseoul University, Korea, Democratic People's Republic of
  • Department of Advertising, Hanyang University, Korea, Democratic People's Republic of


Background/Objectives: There has been an increasing interest in virtual advertising in a variety of contents. The current research aims to identify the effect of engagement features of virtual advertising in soap operas and entertainment programs on advertising attitude and purchase intention. Methods/Statistical Analysis: Data was collected from a group of 234 subjects who had experienced virtual advertising and analysis of covariance was conducted to the collected data. Findings: It was found that all the engagement features – visibility, amusement and usefulness – had a positive effect on advertising attitude. Second, visibility and usefulness exerted a positive influence on purchase intention. Third, attitude towards virtual advertising had a positive effect on purchasing intention. Finally, visibility and usefulness had a partial mediating effect, while amusement had a complete mediating effect. Improvements/Applications: The findings of the present research are expected to provide suggestions to find a way to enhance the effect of virtual advertising.


Advertising Attitude, Advertising Effects, Engagement, Purchase Intention, Virtual Advertising.

Full Text:

 |  (PDF views: 353)


  • Byeon S, Lee S. Research of indirect and virtual advertising regulation improvement and activating. Seoul, Korea: KOBACO Research Paper; 2013.
  • Lee, S, Sin, M. Research of advertising effectiveness and efficient management methods for activating virtual advertising. Seoul, Korea: KOBACO Research Paper; 2010.
  • KOBACO. Indirect and virtual advertising regulation improvement and activating research. Seoul, Korea: KOBACO Research Paper; 2013,
  • Sung, J, Park S. Moderating role of consumer's need-for-touch on the virtual advertising effect. The Korean Journal of Advertising. 2012; 23(1):165–82.
  • Lee H, Cha Y. Audience awareness of virtual advertising and product placement. The Korea Contents Society. 2012; 12(5):91–102.
  • Ha J, Kim S, Han Y. Audience's brand recognition of virtual advertisements in a sports program - A comparison between virtual ads and A-board ads. The Journal of Korea Broadcasting. 2011; 20(3):75–76.
  • Wang A. Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research. 2006; 46(4):355–68.
  • Kim W. A study of creative engagement in keyword advertising. Korean Society for Advertising Education. 2013; 97(2):39–77.
  • Woodside A, Suresh S, Miller K. When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology and Marketing. 2008; 25(2):97–145.
  • Kim S, Lee Y. The comparison of cognitive effect of virtual and general TV advertising - applying to Brackett and Carr’s model, Korean Journal of Broadcasting and Telecommunication Studies. 2011; 25(2):40–76.
  • Lavidge R, Steiner G. A model for predictive measurements of advertising effectiveness. Journal of marketing. 1961; 25(6):45–69.
  • Engel J, Roger D, Paul W. Consumer behavior. USA: The Dryden Press; 1990,
  • Choi Y, Han S, Yu S. The effect of engagement attributes of digital storytelling advertisement on e-WOM: The mediating role of sympathy. The Korean Journal of Advertising. 2015; 26(5):189–212.
  • Escalas J. Imagine yourself in the product: Mental simulation, narratives transportation and persuasion. Journal of Advertising. 2004; 33(2):37–48.
  • Fishbein M, Ajzen I. Belief, attitudes, intention and behavior: An introduction to theory and research. Addison-Wesley: Sub; 1975 Jun.
  • Lee K. Normative model of information processing of SMS-based mobile advertising. Korean Journal of Advertising. 2009; 20(6):183–203.
  • Oh J, Jeong D. The effects of consumers’ beliefs about TV home shopping advertising on attitude and purchase intention. Indian Journal of Science and Technology. 2015 Jul; 8(14):1–7.
  • Salem M. Factors affecting consumer attitudes, intentions, behaviors towards SMS advertising in Palestine. Indian Journal of Science and Technology. 2016 Jan; 9(4):1–14.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.