Exploring strategies to promote health services online: The role of contextual priming, digital ad type, and health threat orientation in determining the effectiveness of health service ads

Document Type

Article

Publication Date

1-1-2023

Abstract

Contextual congruence, health threat orientation, and digital advertisement type can influence the effectiveness of online health service ads. To examine these effects, a 2 × 2 × 2 online experiment was conducted with contextual similarity as a within-subjects factor. Results suggest that contextual similarity was positively associated with both attitude toward ads and purchase intention. The data also revealed an interaction effect between digital advertising type and health threat orientation: health ads to address issues of immediate concerns enhanced purchase intention, but only in the incongruent context. Implications of the study were also discussed.

Publication Source (Journal or Book title)

Health Marketing Quarterly

First Page

39

Last Page

58

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