Le Manager
Volume 10, Numéro 2, Pages 93-122
2023-12-31
The Contribution Of The Quality Of Online Advertising In Consumer Engagement Through Attitude
Authors : Amalou Hallil Waffa .
Abstract
This article studies the impact of the quality of advertising on consumer engagement in the context of a booking platform and transport solutions in Algeria. The dimensions of advertising quality examined are form, information, relevance, irritability and trust. As part of our study, we opted for a quantitative approach by questionnaire, which allowed us to interview a sample of 215 persons. The results analyzed via multiple regressions indicate that form, information and trust have a positive and significant impact on user engagement. Attitude also plays a mediating role between the quality of advertising and engagement. These conclusions offer managerial perspectives to improve advertising design, communicate relevant messages and strengthen consumer confidence, thus promoting loyalty and platform performance.
Keywords
Advertising ; Online advertising ; Advertising quality ; Engagement ; Attitude ; Multiple regression
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