20.500.12556/RUL-151926 Multimedia ad exposure scale measuring short-term impact of online ad exposure The shift toward fragmented and ubiquitous use of multimedia poses several challenges to our understanding and assessment of multimedia exposure and its effects. This article focuses on multimedia advertising exposure and its impact on consumer behavior. It presents the development of Multimedia Ad Exposure Scale (MMAES) – an instrument designed to measure short-term effects of online multimedia ad exposure in terms of engagement, psychological reactance, awareness and attitude, and purchase intention. The main research challenge has been to identify core dimensions that can reliably measure such exposure, particularly in the context of ad-supported video streaming. The development of MMAES is presented through its conceptualization, operationalization, and an observational study conducted via crowdsourcing. The target group is young adults (ages 18-24, N=360), digital natives who engage with ad-supported video streaming more than any other user group. Exploratory factor analysis revealed a well-defined four-factor structure of MMAES. The results of the validity and reliability measures show good content and construct validity as well as good overall reliability and very good internal consistency of MMAES. Overall, the results show that MMAES is a reliable instrument for measuring the short-term effects of multimedia ad exposure and its weak ground truth. consumer behavior engagement measurement multimedia communication advertisement exposure psychometric instrument obnašanje uporabnikov vključenost merjenje multimedijske komunikacije multimedijska izpostavljenost psihometrični instrument true false true Angleški jezik Slovenski jezik Članek v reviji 2023-10-25 14:47:33 2023-10-25 14:47:33 2023-10-26 03:45:09 0000-00-00 00:00:00 2023 0 0 Str. 38421–38445 iss. 25 Vol. 82 2023 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 621.39 1573-7721 10.1007/s11042-023-14401-5 149128707 s11042-023-14401-5.pdf s11042-023-14401-5.pdf 1 9517825644F186517814CAC4C1D7DCE0 96a30bb0b2f6c0f98f2e0db139eff1d680b687dab6ec6b50e052f70d6f5ce16c f220f7b6-7334-11ee-91a5-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=177079 https://link.springer.com/article/10.1007/s11042-023-14401-5 1 ab736b54-7334-11ee-91a5-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=177078 Fakulteta za elektrotehniko 0 0 0