RE-VISITING ONLINE ADVERTISING ENGAGEMENT AS A STATE OF PRESENCE

Abstract

The aim of the study was to investigate the mediating role of online advertising engagement between
perceived personalization and behavioural intention. The moderating effect of online users' mode
was also tested on the relationship of perceived personalization and online advertising engagement.
Survey design was adopted to validate the research model. Data from 409 complete responses were
included in the analysis. Analysis was done by using SPSS 21 and Amos 23. Results revealed online
advertising engagement as an important intervening factor between perceived personalization and
intentions. Findings of the study also confirmed that playful mode of online users strengthen the
relationship between perceived personalization and online advertising engagement. The result of
moderation and mediation has practical implications for the advertisers. Furthermore, theory of
presence is also used on rare basis in the context of online advertising, hence this study adds to the
generalization of the theory.