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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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7.2b Message Agreement: Mediating Millennials' Brand Response to Advocacy Advertising

Sunday, March 31, 2019 at 8:30 AM–10:00 AM CDT
2-Normandy B

Marketers’ use of advocacy advertising has become more noticeable. This may be attributed to a rise in corporate social responsibility as well as a growing millennial cohort with demands for ethical business and marketing practices. This study extends established research on issue involvement, attitude towards the brand effects, and persuasion to advocacy advertising with the goal of understanding how message agreement may influence millennials’ brand response and behavioral intention. This is done through a two-condition between-subjects experiment of 288 millennials. The analysis reveals that message agreement mediates the effect of high issue involvement on attitude towards the brand, attitude towards the ad, and intention to support the advocated behavior. Furthermore, results indicate that while message agreement is an important determinant of attitude towards the brand and towards the ad, it plays a far less significant role in predicting intention to support the advocated behavior.

First & Corresponding Author

Olivia Bravo, Florida State University
Authors in the order to be printed.

Olivia Bravo, Florida State University; Jaejin Lee, Florida State University

Additional Authors

Jaejin Lee, Florida State University