RT Journal Article
T1 The effects of digital media advertising content on message acceptance or rejection: Brand trust as a moderating factor
A1 Pintado Blanco, Teresa
A1 Sánchez Herrera, Joaquín
A1 Carcelén García, Sonia Laura
A1 Alameda, David
AB 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.
PB Taylor & Francis
SN 1533-2861
YR 2017
FD 2017
LK https://hdl.handle.net/20.500.14352/95320
UL https://hdl.handle.net/20.500.14352/95320
LA eng
NO Pintado, T., Sanchez, J., Carcelén, S., & Alameda, D. (2017). The effects of digital media advertising content on message acceptance or rejection: Brand trust as a moderating factor. Journal of Internet Commerce, 16(4), 364-384.
NO Ministerio de Economía y Competitividad (España)
DS Docta Complutense
RD 26 dic 2025