Perceived Usefulness and Belief in Digital Advertising Claims
(R2023-117166)

AUTHORS

Christos Livas, University of Patras; Margarita Komninou, University of Patras; Efthimios Dragotis, University of Patras

ABSTRACT

Arguably, to be effective, advertising must be perceived as useful (or valuable) by consumers. In view of the importance of perceived advertising (ad) usefulness in shaping attitudes and behavioral intentions, this study tests existing theory on ad value by using different measurement scales and extending it with the inclusion of belief. Results from a survey with 141 participants confirmed existing theory and indicated that perceived entertainment, informativeness, and annoyance significantly affect perceived digital ad usefulness. Moreover, consumers’ belief in digital ad claims was positively affected by perceived ad usefulness and informativeness. Thus, empirical evidence from the present study indicates that to reduce consumer skepticism, advertisers ought to deliver valuable and informative digital ads.