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Impact of strategic ambiguity tagline on billboard advertising on consumers attention

Using strategic ambiguity tagline paradigm, we demonstrated that the strategic ambiguity tagline influences consumer attention on billboard advertisement evaluation. Despite the exceptional influence of strategic ambiguity tagline on billboard advertisement evaluation, the concept of strategic ambig...

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Main Authors: Nwankwo-Ojionu, Chimeziem E., Adzharuddin, Nor Azura, Waheed, Moniza, Mohd Khir, Azlina
Format: Article
Published: Online Journal of Communication and Media Technologies 2021
Online Access:http://psasir.upm.edu.my/id/eprint/101802/
https://www.ojcmt.net/article/impact-of-strategic-ambiguity-tagline-on-billboard-advertising-on-consumers-attention-11432
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id my.upm.eprints.101802
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spelling my.upm.eprints.1018022023-08-11T08:40:50Z http://psasir.upm.edu.my/id/eprint/101802/ Impact of strategic ambiguity tagline on billboard advertising on consumers attention Nwankwo-Ojionu, Chimeziem E. Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina Using strategic ambiguity tagline paradigm, we demonstrated that the strategic ambiguity tagline influences consumer attention on billboard advertisement evaluation. Despite the exceptional influence of strategic ambiguity tagline on billboard advertisement evaluation, the concept of strategic ambiguity tagline as discursive resources remains poorly conceptualised by previous studies. An experimental study was conducted to investigate the underlying mechanisms and circumstances that influence the impact of strategic ambiguity tagline on consumers attention. Findings revealed that strategic ambiguity tagline has a significant influence on consumers attention. However, we further observed strong effects of attitude towards tagline ads, perception towards tagline ads and brand motives using tagline ads on consumer attention when exposed to the ads, which signify effectiveness of strategic ambiguity tagline on consumer’s attention. The theoretical and managerial implication are discussed. Online Journal of Communication and Media Technologies 2021-12-19 Article PeerReviewed Nwankwo-Ojionu, Chimeziem E. and Adzharuddin, Nor Azura and Waheed, Moniza and Mohd Khir, Azlina (2021) Impact of strategic ambiguity tagline on billboard advertising on consumers attention. Online Journal of Communication and Media Technologies, 12 (1). pp. 1-16. ISSN 1986-3497 https://www.ojcmt.net/article/impact-of-strategic-ambiguity-tagline-on-billboard-advertising-on-consumers-attention-11432 10.30935/ojcmt/11432
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Using strategic ambiguity tagline paradigm, we demonstrated that the strategic ambiguity tagline influences consumer attention on billboard advertisement evaluation. Despite the exceptional influence of strategic ambiguity tagline on billboard advertisement evaluation, the concept of strategic ambiguity tagline as discursive resources remains poorly conceptualised by previous studies. An experimental study was conducted to investigate the underlying mechanisms and circumstances that influence the impact of strategic ambiguity tagline on consumers attention. Findings revealed that strategic ambiguity tagline has a significant influence on consumers attention. However, we further observed strong effects of attitude towards tagline ads, perception towards tagline ads and brand motives using tagline ads on consumer attention when exposed to the ads, which signify effectiveness of strategic ambiguity tagline on consumer’s attention. The theoretical and managerial implication are discussed.
format Article
author Nwankwo-Ojionu, Chimeziem E.
Adzharuddin, Nor Azura
Waheed, Moniza
Mohd Khir, Azlina
spellingShingle Nwankwo-Ojionu, Chimeziem E.
Adzharuddin, Nor Azura
Waheed, Moniza
Mohd Khir, Azlina
Impact of strategic ambiguity tagline on billboard advertising on consumers attention
author_facet Nwankwo-Ojionu, Chimeziem E.
Adzharuddin, Nor Azura
Waheed, Moniza
Mohd Khir, Azlina
author_sort Nwankwo-Ojionu, Chimeziem E.
title Impact of strategic ambiguity tagline on billboard advertising on consumers attention
title_short Impact of strategic ambiguity tagline on billboard advertising on consumers attention
title_full Impact of strategic ambiguity tagline on billboard advertising on consumers attention
title_fullStr Impact of strategic ambiguity tagline on billboard advertising on consumers attention
title_full_unstemmed Impact of strategic ambiguity tagline on billboard advertising on consumers attention
title_sort impact of strategic ambiguity tagline on billboard advertising on consumers attention
publisher Online Journal of Communication and Media Technologies
publishDate 2021
url http://psasir.upm.edu.my/id/eprint/101802/
https://www.ojcmt.net/article/impact-of-strategic-ambiguity-tagline-on-billboard-advertising-on-consumers-attention-11432
_version_ 1775624499664781312
score 13.211869

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