Journal article

Putting Things into Context: A Meta-Analysis of Media Context Effects on Attitudinal Outcomes

Eun Sook Kwon, Greg Nyilasy, Karen Whitehill King, Leonard N Reid

JOURNAL OF ADVERTISING | ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD | Published : 2021

Abstract

The role of media context in advertising has been the subject of interest for marketers and media practitioners over the past 50 years. However, there remains a lack of clarity on the relationship between media context and advertising outcomes. To structure previous literature and facilitate knowledge development, this study meta-analytically examines the relationship between media context and attitudinal outcome measures (i.e., consumers’ attitudes toward the ad/brand/product and purchase intentions [PI]). A total of 31 years of research findings, 96 studies, and 597 effect sizes involving 139,233 research participants were synthesized. The key findings suggest that different media context ..

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University of Melbourne Researchers

Grants

Funding Acknowledgements

This study is funded by a Jim Kennedy New Media Professorship; the Cox Institute for Newspaper Management Studies; and the Broun Dissertation Research Fund, all of the Grady College of Journalism and Mass Communication, University of Georgia.