Impact of strategic ambiguity tagline on billboard advertising on consumers attention
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 ambig...
| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Online Journal of Communication and Media Technologies
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/101802/ |
| _version_ | 1848863635221250048 |
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| author | Nwankwo-Ojionu, Chimeziem E. Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina |
| author_facet | Nwankwo-Ojionu, Chimeziem E. Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina |
| author_sort | Nwankwo-Ojionu, Chimeziem E. |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-15T13:36:03Z |
| format | Article |
| id | upm-101802 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T13:36:03Z |
| publishDate | 2021 |
| publisher | Online Journal of Communication and Media Technologies |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1018022023-08-11T08:40:50Z http://psasir.upm.edu.my/id/eprint/101802/ Impact of strategic ambiguity tagline on billboard advertising on consumers attention Nwankwo-Ojionu, Chimeziem E. Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina 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. Online Journal of Communication and Media Technologies 2021-12-19 Article PeerReviewed Nwankwo-Ojionu, Chimeziem E. and Adzharuddin, Nor Azura and Waheed, Moniza and Mohd Khir, Azlina (2021) Impact of strategic ambiguity tagline on billboard advertising on consumers attention. Online Journal of Communication and Media Technologies, 12 (1). pp. 1-16. ISSN 1986-3497 https://www.ojcmt.net/article/impact-of-strategic-ambiguity-tagline-on-billboard-advertising-on-consumers-attention-11432 10.30935/ojcmt/11432 |
| spellingShingle | Nwankwo-Ojionu, Chimeziem E. Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina Impact of strategic ambiguity tagline on billboard advertising on consumers attention |
| title | Impact of strategic ambiguity tagline on billboard advertising on consumers attention |
| title_full | Impact of strategic ambiguity tagline on billboard advertising on consumers attention |
| title_fullStr | Impact of strategic ambiguity tagline on billboard advertising on consumers attention |
| title_full_unstemmed | Impact of strategic ambiguity tagline on billboard advertising on consumers attention |
| title_short | Impact of strategic ambiguity tagline on billboard advertising on consumers attention |
| title_sort | impact of strategic ambiguity tagline on billboard advertising on consumers attention |
| url | http://psasir.upm.edu.my/id/eprint/101802/ http://psasir.upm.edu.my/id/eprint/101802/ http://psasir.upm.edu.my/id/eprint/101802/ |