The effects of digital media advertising content on message acceptance or rejection: Brand trust as a moderating factor

Abstract

The goal of this study is: (i) to expand upon prior research into general online content, (ii) to analyse the acceptance and rejection factors of Internet advertising messages and (iii) to examine the moderating role of brand trust in this process. The results show that, when displaying intentions relating to the acceptance of online advertising, brand trust is not a significant influencing variable. However, when studying the intent to reject a message, brand trust does act as a barrier against the negative effect of irritation, whilst when this trust does not exist, irritation exercises a significant negative effect on advertising value.