Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Regional Conference

Perceived Usefulness and Belief in Digital Advertising Claims

Published: November 22, 2023


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


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.