PT  - JOURNAL ARTICLE
AU  - Wang, Alex
TI  - When Synergy in Marketing Communication Online Enhances Audience Response: The Effects of Varying Advertising and Product Publicity Messages
AID  - 10.2501/S0021849906060181
DP  - 2006 Jun 01
TA  - Journal of Advertising Research
PG  - 160--170
VI  - 46
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/46/2/160.short
4100  - http://www.journalofadvertisingresearch.com/content/46/2/160.full
SO  - J Advert Res2006 Jun 01; 46
AB  - This study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising messages on audiences' perceived trust, message believability, and attitudes toward web advertising and product publicity. The results suggest that perceptions of trust toward the marketing communication forms are the most influential factors when integrating product publicity and advertising. When audiences determine their perceived trust toward advertising and product publicity messages, it does not really matter what the messages are. Positive increments in attitude toward the article and message believability toward the advertisement are evident, however, in the varied messages condition, compared to the similar messages condition.