Does traditional advertising theory apply to the digital world?

Kerr, G, Schultz, DE, Kitchen, PJ ORCID: https://orcid.org/0000-0002-3128-9527, Mulhern, FJ and Beede, P 2015, 'Does traditional advertising theory apply to the digital world?' , Journal of Advertising Research, 55 (4) , pp. 390-400.

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Abstract

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time. Recent changes in technology, consumer habits, demographics, and marketplaces, however, have raised questions about the applicability of advertising theory developed in a mass-media environment to today's interactive marketplace. The current study explores this idea by replicating the most-cited study in advertising research, the elaboration likelihood model, of which just three of 27 findings were replicated. The current results advocate further replication of historical studies to verify their current value for ongoing scholarship.

Item Type:	Article
Schools:	Schools > Salford Business School
Journal or Publication Title:	Journal of Advertising Research
Publisher:	World Advertising Research Center
ISSN:	0021-8499
Funders:	Non funded research
Depositing User:	Prof PJ Kitchen
Date Deposited:	04 Apr 2016 14:11
Last Modified:	08 Oct 2020 14:09
URI:	http://usir.salford.ac.uk/id/eprint/38541

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