期刊名称：Online Journal of Communication and Media Technologies
电子版ISSN：1986-3497
出版年度：2022
卷号：12
期号：1
DOI：10.30935/ojcmt/11432
语种：English
出版社：Online Journal of Communication and Media Technologies
摘要：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.
