Do Measures of Media Engagement Correlate with Product Purchase Likelihood?

Abstract

<h3>ABSTRACT</h3> Engagement in media by consumers has emerged as an important area of interest for media providers, advertising agencies, and advertisers. This article empirically investigates a set of dimensions of engagement for three media channels: television, magazines, and the internet. In addition, this study explores the relationship of media engagement to likelihood of purchase as well as the more general construct of advertising receptivity. The results reveal that there is evidence of a strong relationship between engagement in media and purchase intent and ultimately advertising receptivity.