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Anthropomorphism in advertising: the effect of media on audience attitude
Journal of Marketing Communications  (IF),  Pub Date : 2020-05-26, DOI: 10.1080/13527266.2020.1771403
Shivani Agrawal, Utkal Khandelwal, Naval Bajpai

ABSTRACT

In this paper, we have glanced into how the nonhuman entity is imagined, seen, experienced, and managed accordingly either by a consumer or by marketers. Further, we investigated the effects of media through magazine, television, and radio on broad-spectrum outcomes of anthropomorphic advertising effectiveness. Here, we have used 3 × 2 mixed factorial design and investigated empirical result that audience experienced to repetition of anthropomorphic ads on multiple-media condition of magazine, television, and radio have a greater impact on brand anthropomorphism, message credibility, ad engagement, attitude towards ad and attitude towards brand and purchase intention than audience experiences same ads in single medium under both level of product involvement.