Examining Digital Advertising Using an Affect Transfer Hypothesis

Purpose This paper aims to develop a framework for understanding consumers’ response to digital advertising using the Affect Transfer Hypotheses and incorporating search behaviors. The paper also offers future research needs in this area. Design/methodology/approach A quantitative approach is employed in this paper using survey research and a research panel based sample. Structural equation modeling with multi-group comparisons is conducted. The research is conducted using a general US population sample. Findings The Affect Transfer Hypothesis is a sufficient model for explaining consumers’ response to digital advertising, but it is made more exhaustive with the incorporation of search intentions. The authors identify key research gaps and offer recommended future research opportunities. Originality/value To date, little research in digital marketing has studied search intentions and less has done so in the context of digital video advertising. Interestingly, theory from more a traditional marketing domain can further our understanding in a digital one.