One click away. Towards a proposal of an affective model of media planning

In the framework of digital communication, this research contributes to the debate on advertising effectiveness, delving into the effect of frequency of use and trust in Internet in the online shopping. The data was obtained from the Spanish survey on Equipment and Use of ICT. The logistic regression estimated the probability of purchasing from basic variables (sex, age, studies, income, work situation), frecuency of use and trust in media, in six population groups: users from 21 to 71 years, women and men users of such years old and three age groups (Y, X and BB generations). Trust and frequency of use have a great effect on action in all groups. The level of studies is also decisive. However, sex and age differently act, and the level of income and the work situation do not improve the model. It shows the importance of relational aspects with Internet, especially on trust, to explain the behaviour and to obtain performance of direct response media strategies focused on online shopping. This study proposes to explore affectives elements because they can contribute, from an innovative perspective, to the debate of the change of paradigm of media planning in digital societies.