Journal articles on the topic 'Advertising interactivity'
To see the other types of publications on this topic, follow the link: Advertising interactivity.
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Advertising interactivity.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Fahmy, May M., and Ahmed I. Ghoneim. "The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model." International Journal of Marketing Studies 8, no. 5 (September 22, 2016): 41. http://dx.doi.org/10.5539/ijms.v8n5p41.
Full textAbstract:
<p>Interactivity is identified as a key component in the new media; however, the complex relationship between interactivity and advertising effectiveness measures has yielded inconclusive results. The purpose of this study is to perform a systematic investigation of the underlying mechanisms between the actual interactivity and the advertising effectiveness measures.</p><p>This paper proposes a model that empirically examines the role of the perceived interactivity in mediating the impact of actual interactivity on advertising effects; moreover, it studies the moderating role of individual differences on perceived interactivity. The empirical evidence indicates that perceived interactivity mediates the relationship between actual interactivity and purchase intention, the attitude towards the brand, and the attitude towards the website; additionally, it reveals that age plays a significant moderating role between actual and perceived interactivity. Thus, the mediated moderation model is supported. Furthermore, this paper tackles the implications of the interactivity theory building in the practice of marketing communications and interactive advertising.</p>
2
Vashisht, Devika, HFO Surindar Mohan, and Abhishek Chauhan. "In-game advertising: the role of newness congruence and interactivity." Spanish Journal of Marketing - ESIC 24, no. 2 (April 19, 2020): 213–30. http://dx.doi.org/10.1108/sjme-02-2019-0012.
Full textAbstract:
Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses. Findings Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude. Practical implications Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration. Originality/value From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.
3
Achmad, Alvin, Antonius Indra Saputra, Aulia Fadhil Ardiansyah, and Evelyn Hendriana. "The Effectiveness of Social Media Advertisement in The Indonesian Sneakers Industry: Application of The Extended Advertising Value Model." MIX: JURNAL ILMIAH MANAJEMEN 12, no. 1 (February 26, 2022): 1. http://dx.doi.org/10.22441/jurnal_mix.2022.v12i1.001.
Full textAbstract:
Objectives: This study aims to examine the effect of social media advertising values on customer engagement and purchase intention. Despite the unique features of social media ads to generate customer engagement, there is not much research that combines the advertising value model and interactivity component to understand the effectiveness of social media ads.Methodology: Questionnaires were distributed to followers of sneaker brands’ Instagram official account in Greater Jakarta who had bought the sneakers. There were 314 responses analyzed by PLS-SEM to answer the research questions.Finding: The results showed that customer engagement was influenced by credibility, entertainment, and interactivity of the advertisement, which eventually led to purchase intention. Furthermore, entertainment and interactivity advertising values had a direct influence on purchase intention.Conclusion: Brands should create entertaining and interactive ads to trigger engagement with their followers and stimulate their desire to purchase the products. Practical insights are provided based on these research findings.
4
Zu, Ruizhi. "The Validity of Visual Communication Design of Online Advertisement Based on Interactivity." Computational Intelligence and Neuroscience 2022 (July 8, 2022): 1–9. http://dx.doi.org/10.1155/2022/2485809.
Full textAbstract:
Today’s society is a society of Internet information, especially the rapid development of new media that is the most distinctive project today. New media has changed the way traditional media are disseminated, and the advertising industry has made new developments with the rapid development of new media, especially with the rise of online advertising, making the dissemination of advertising more influential. In modern advertising information, online advertising has become very influential. This study aims at how to achieve user-matching push and set the right price is the two major problems of Internet advertising push, through the analysis of the emergence and development of network advertising and visual elements in network advertising, starting from the problems appearing in modern online advertisements, and studying the visual communication design in online advertisements. In this paper, a neural network model and a fuzzy comprehensive evaluation decision model are designed; so as to make our online advertisements rich in national characteristics and really cause online users’ active clicks. The experimental results show that the proposed method achieves good results and verifies the effectiveness of the model.
5
Vashisht, Devika, and Abhishek Chauhan. "Effect of game-interactivity and congruence on presence and brand attitude." Marketing Intelligence & Planning 35, no. 6 (September 4, 2017): 789–804. http://dx.doi.org/10.1108/mip-01-2017-0018.
Full textAbstract:
Purpose The purpose of this paper is to examine the effect of interactivity and game-product congruence on the players’ feelings of presence and their brand attitude in the context of in-game advertising. Specifically, this research illustrates the conditions under which the brand placements in digital games create attention, engagement, subsequent feelings of presence and brand attitude by drawing the insights from the “limited capacity model of attention,” the “vividness effects theory” and the “transportation theory.” Design/methodology/approach A 2 (interactivity: high or low)×2 (game-product congruence: high or low) between-subject measures design is used. In total, 152 students participated in the study. A 2×2 between-subjects multivariate analysis of variance is used to test the hypotheses. Findings The results reveal that for a high game-product congruent game, high interactivity results in greater levels of feelings of presence than a low-interactivity condition. However, for a low game-product congruent game, both high- and low-interactivity conditions result in the same level of presence. Furthermore, the findings also show that for a high game-product congruent game, high interactivity results in more favorable brand attitude than a low-interactivity condition. On the other hand, for a low game-product congruent game, both high- and low-interactivity conditions result in the same level of brand attitude. Research limitations/implications This paper provides implications for theory as well as practice by providing the empirical evidence of the combined effect of game-product congruence and interactivity on feelings of presence and brand attitude from the perspectives of attention, engagement and transportation of experiences in an emerging marketing context like India. The findings are useful for marketing practitioners in terms of effective in-game advertising, designing and execution. Future research can be conducted by exploring the in-game advertising effects of various other variables, such as product-involvement, game-involvement or game-repetition. Originality/value This investigation contributes to the literature of non-traditional advertising media, specifically to the area of branded entertainment, like brand placements in digital games by examining and exploring the influence of game-specific factors on the players’ feelings of presence and brand attitudes. Moreover, this paper is one of the first to reveal the real-time roles of game-specific factors in creating gamers’ feelings of presence and brand attitude from the perspectives of attention, engagement and transportation of experience in an emerging market context like India.
6
Ma, SiFan, and SeungHo Cho. "The Effect of Advertising's Interactivity on Korean and Chinese Consumer Attitude toward Advertising." Journal of the Korea Contents Association 16, no. 7 (July 28, 2016): 91–99. http://dx.doi.org/10.5392/jkca.2016.16.07.091.
Full text
7
Zheng, Zitong. "Changes of Advertising in the New Media Era." BCP Business & Management 18 (April 13, 2022): 24–27. http://dx.doi.org/10.54691/bcpbm.v18i.531.
Full textAbstract:
The advancement of the digital and network has fostered the rapid growth of new media in people's lives, so that emerging technology has been changing the advertising. For example, the stronger interaction and greater visual impact are required in the process of advertising design, strategy and communication. The change of new media for advertising can be summed up as five aspects: Model, Content, Audience, Interactivity and Standards.
8
Geng, Yunshan. "Virtual Reality (VR) Advertising Communication Design Based on 3D Wireless Active Visual Sensing." Journal of Sensors 2022 (February 7, 2022): 1–9. http://dx.doi.org/10.1155/2022/1551118.
Full textAbstract:
With the vigorous development of the advertising industry, advertising in the era of intelligent media fills all aspects of our lives, and more and more intelligent media are applied to the advertising industry. The current three-dimensional advertising and interactive advertising are too fragmented in form, with three-dimensional advertising having a strong sense of three-dimensionality but lacking interactivity and interactive advertising having strong interactivity but lacking visual attraction. How to integrate 3D advertising and interactive advertising in order to make advertising in the future has greater development potential and market, whether in the visual or interactive experience can attract the target consumers becomes very necessary. It is found that VR technology has a wide range of application prospects, and intelligent media advertising mediated by VR technology follows the trend of advertising industry development. This thesis uses VR (virtual reality) technology as a medium to study the integration of 3D advertising and interactive advertising in the smart media era. In the second phase, the development direction of VR as an advertising medium in the era of intelligent media is identified. The research on the integration of 3D animated ads and interactive ads under VR technology is launched, and the research on 3D stereoscopic and interactive design of advertisements in the era of smart media is a reflection and exploration of the future language of advertising design. And through the comparison with traditional advertising, it is concluded that the aesthetic subject of VR advertising is “polycentric,” the aesthetic object. Then, we analyze the theoretical roots of the formation of the aesthetic characteristics of VR advertising from three levels: media technology, communication theory, and audience psychology. Finally, we return to the general environment of visual culture and explore the deconstruction of visual culture by the aesthetic characteristics of VR advertising in three levels: “symbol collapse,” “audience reshaping,” and “immersive communication.”
9
Cassioli, Federico. "Contents, animation or interactivity: neurophysiological correlates in App advertising." Neuropsychological Trends, no. 26 (November 2019): 83–91. http://dx.doi.org/10.7358/neur-2019-026-cass.
Full text
10
Shim, Sung Wook, Chunsik Lee, and Dae-Hee Kim. "The Antecedents of Attitude toward IPTV Advertising : The Role of Interactivity and Advertising Value." Korean Journal of Advertising 2, no. 1 (March 30, 2013): 123–61. http://dx.doi.org/10.14377/japr.2013.3.30.123.
Full text
11
UNTARINI, Nindria, Anik Lestari ANDJARWATI, Yessy ARTANTI, Widyastuti WIDYASTUTI, and Monika TIARAWATI. "IMPACT OF HUMOROUS NARRATIVE ONLINE ADVERTISING ON ATTITUDE TOWARD ADVERTISING: THE MODERATING ROLE OF ADs INVOLVEMENT." BUSINESS EXCELLENCE AND MANAGEMENT 12, no. 4 (December 15, 2022): 76–93. http://dx.doi.org/10.24818/beman/2022.12.4-06.
Full textAbstract:
Advertising is one way for a business to reach more buyers. Utilizing stories in advertisements as an effective marketing communication tool for engaging audience emotions and building a strong relationship between brands and consumers. Through narrative online advertising, it can reach wider consumers, lower advertising costs, and target specific consumers. The purpose of this study is to empirically examine the effect of humorous narrative online advertising on attitudes to advertising and the moderating role of advertising involvement in the relationship between the two. Using quantitative method, data collected through a survey of 170 students were analyzed by MRA (moderation regression analysis) with SPSS. This study found that advertising vividness, advertising entertainment, advertising self-referencing, and advertising interactivity affected attitudes to advertising. And advertising involvement weakens the relationship between advertising vividness, self-referencing ad, interactive ad to attitude to advertising, except for entertaining ad. The limitations and implications based on the findings to demonstrate the importance of humorous narrative online advertising in encouraging advertising involvement and attitude to advertising are also discussed in this study.
12
Sundar D., Anupama. "Impact of Social Media on Consumer Buying Pattern." International Journal of Marketing & Human Resource Research 3, no. 3 (December 30, 2022): 124–39. http://dx.doi.org/10.47747/ijmhrr.v3i3.757.
Full textAbstract:
This study examines consumer-generated advertising (CGA) impacts on consumer attitudes, and behaviors for interacting with social media features and passing along electronic word-of-mouth. Participants viewed a video advertisement on YouTube, framed as either a consumer-generated or firm-generated advertisement, to determine effects of source credibility with different levels of product involvement. Need for cognition (NFC) also was examined. Analysis revealed consumers as source significantly enhanced advertising attitudes and interactivity behaviors
13
Shah, Hafiz Wajahat Ali, Imran Khan, and Abdul Hameed. "Does Social Media Advertising Features Matter An Investigation of Consumer Purchase Intention." iRASD Journal of Management 1, no. 1 (June 30, 2019): 20–36. http://dx.doi.org/10.52131/jom.2019.0101.0003.
Full textAbstract:
Social media is continuously used as a platform for marketing and advertising. Firms have spent a lot of seasons, cash and property on Social media ads. However, it is all the time stimulating how Firms can prepare Social media advertising to fortunately engage and inspire a consumer to purchase their brands. The purpose of this research is consequently to describe and check the key elements of Social media advertising that force anticipate the buy intention. The theoretical model was expected on the foundation of three factors from the expansion of the Unified Theory Acceptance and Use of Technology (UTAUT2) (Performance expectancy, Hedonic motivation and Habit) along with Interactivity, Informativeness and Perceived relevance. The data was composed using a questionnaire survey of 260 participants. The most important results of structural equation modelling (SEM) mainly sustained the validity of the current model and the significant impact of Performance expectancy, Hedonic motivation and Interactivity, Informativeness, and Perceived relevance on purchase intentions. Confidently, this study will produce a set of theoretical and practical instruction on how marketers can successfully plan and apply their ads through Social media platforms.
14
De Pauw, Pieter, Ralf De Wolf, Liselot Hudders, and Veroline Cauberghe. "From persuasive messages to tactics: Exploring children’s knowledge and judgement of new advertising formats." New Media & Society 20, no. 7 (September 19, 2017): 2604–28. http://dx.doi.org/10.1177/1461444817728425.
Full textAbstract:
Despite that contemporary advertising is decreasingly about persuading children through persuasive messages and increasingly about influencing them through implicit tactics, little attention has been given to how children may cope with advertising by understanding and evaluating the new advertising tactics. Drawing on 12 focus groups entailing 60 children of ages 9–11 years, this article investigates children’s advertising literacy by exploring their knowledge and judgements (and accordingly reasoning strategies) of the new advertising formats. In particular, insight is provided into children’s critical reflection on the tactics of brand integration, interactivity and personalization in the advertising formats brand placement, advergames and retargeted pre-roll video ads on social media. It is shown that while children not spontaneously do so, they appear to have the ability to understand these tactics and form judgements about their (moral) appropriateness, thereby considering a wide range of societal actors.
15
Gao, Qin, Pei-Luen Patrick Rau, and Gavriel Salvendy. "Perception of Interactivity: Affects of Four Key Variables in Mobile Advertising." International Journal of Human-Computer Interaction 25, no. 6 (August 12, 2009): 479–505. http://dx.doi.org/10.1080/10447310902963936.
Full text
16
Widyastuti, Dhyah Ayu Retno, and Ina Nur Ratriyana. "Interaktivitas Media Sosial Facebook Axe dan Dove dalam Perspektif Gender." Jurnal ILMU KOMUNIKASI 14, no. 2 (December 6, 2017): 221–38. http://dx.doi.org/10.24002/jik.v14i2.966.
Full textAbstract:
The objective of this research was to review an interactivity on Facebook accounts of brand Axe and Dove. The interactivity itself has been analyzed using content analysis method. The finding of the research were (1) Facebook account consists of advertising campaign; (2) The messages involve of verbal and non-verbal messages; (3) The audiences respond showed positive, negative, and neutral responses; (4) The number of audiences respond were dominated by male on Axe account and female for Dove account. The tendency of female responses were communicative and active. Meanwhile, the male responses were passive, weak, and communicative.
17
Zhan, Zedong. "Research on the Creative Communication Mode of Advertising under the New Media Perspective." BCP Social Sciences & Humanities 20 (October 18, 2022): 598–603. http://dx.doi.org/10.54691/bcpssh.v20i.2421.
Full textAbstract:
With the continuous development of new media technology and the increasing number of audiences, the effect of new media advertising gradually exceeds the advertisements published in traditional media such as newspapers, television, radio, magazines, etc. Under the influence of the new media era, the way advertising art is disseminated has also undergone tremendous changes. It is necessary to keep up with the pace of the times and make the advertising model close to the taste of the masses. This article first introduces the characteristics of advertising mode in the era of new media. Under the influence of new media, the advertising industry must make changes and enhance innovation, so as to effectively conform to the trend of social development, achieve the established development goals, and enhance the core competitiveness of the advertising market. How to adapt to the advertising environment of new media and survive in the new media environment has become a major difficulty facing the advertising industry. Advertising practitioners must explore the expression of new media advertising creativity in order to maximize the dissemination of advertising information. Advertising creative designers need more attempts to enhance creative interactivity, create a creative cultural atmosphere, and improve creative quality.
18
T. Saladounikava, T. "New forms of advertising discourse reconfiguration." Bulletin of the Karaganda University. Philology series 101, no. 4 (December 30, 2020): 47–52. http://dx.doi.org/10.31489/2020ph4/47-52.
Full textAbstract:
The article identifies some trends in the process of transformation of advertising discourse. There is a rejection of traditional advertising practices and a shift in advertising communication towards Internet technologies (banners, pop-up notifications). One of the trends in modern advertising communication is the appeal to new methods and tools that allow achieving the goal of an advertising campaign by varying the impact on the advertising consumer. New forms of advertising communication due to the diversification of information carriers are described. Specific features of the reconfiguration of advertising discourse are established: interactivity, shifting the focus from products as such to brand promotion, various forms of advertising mimicry, «blurring» through meta-discursive practices and referring to the game register, «tightening» as a result of referring to shock advertising strategies. There is a radicalization of institutional advertising, manifested in the re-creation of pathos or dysphoria in the field of anti-smoking advertising campaigns, road safety, etc. It is emphasized that significant changes occur both at the level of creating an advertising product (at the stages of determining the target audience, formulating an advertising message, giving it the appropriate form) and at the level of advertising distribution (in particular, choosing the appropriate media for advertising information).
19
Wu, Ing Long, and Wei Hung Hsiao. "Involvement, content and interactivity drivers for consumer loyalty in mobile advertising: the mediating role of advertising value." International Journal of Mobile Communications 15, no. 6 (2017): 577. http://dx.doi.org/10.1504/ijmc.2017.086878.
Full text
20
Wu, Ing Long, and Wei Hung Hsiao. "Involvement, content and interactivity drivers for consumer loyalty in mobile advertising: the mediating role of advertising value." International Journal of Mobile Communications 15, no. 6 (2017): 577. http://dx.doi.org/10.1504/ijmc.2017.10005644.
Full text
21
Komar, Husin, and Hetty Karunia Tunjungsari. "PENGARUH ONLINE BEHAVIOURAL ADVERTISING DAN CONSUMER TRUST PADA SIKAP DAN NIAT KONSUMEN MERESPON ONLINE ADVERTISING." Jurnal Muara Ilmu Ekonomi dan Bisnis 3, no. 1 (April 12, 2019): 71. http://dx.doi.org/10.24912/jmieb.v3i1.3354.
Full textAbstract:
Semakin banyak bisnis di Indonesia saat ini yang mengadopsi internet dalam melakukan pemasaran dan penjualan produk. Persaingan antar produk di pasaran mendorong produsen berpromosi melalui iklan online. Online Behavioral Advertising (OBA) adalah praktik menyesuaikan iklan berdasarkan aktivitas online individu seperti mencari kata kunci dan mengunjungi situs web. Tujuan dari penelitian ini adalah untuk mengembangkan model konseptual untuk OBA dan menguji pengaruh kepercayaan konsumen pada penerimaan OBA. Dengan menggunakan data dari 100 responden yang merupakan karyawan PT. Erajaya Swasembada, Tbk Jakarta, hubungan yang dihipotesiskan diuji dengan Structural Equation Modeling. Hasil penelitian menunjukkan bahwa terdapat pengaruh OBA terhadap intention to click OBA melalui mediasi attitude toward OBA. Hasil penelitian juga menunjukkan bahwa perceived informativeness, perceived credibility, perceived personalization, perceived interactivity memiliki pengaruh terhadap intention to click OBA melalui mediasi attitude toward OBA. Namun perceived entertainment tidak berpengaruh terhadap intention to click OBA melalui mediasi attitude toward OBA. Menurut hasil penelitian consumer trust memiliki pengaruh terhadap intention to click OBA. Implikasi untuk praktik manajemen dan penelitian selanjutnya juga dibahas dalam penelitian ini. More and more businesses in Indonesia today are adopting the internet in marketing and selling products. Competition between products on the market encourages producers to promote through online advertising. Online Behavioral Advertising (OBA) is the practice of tailoring advertisements based on individual online activities such as searching for keywords and visiting websites. The purpose of this study is to develop a conceptual model for OBA and examine the effect of consumer confidence on OBA acceptance. By using data from 100 respondents who are employees of PT. Erajaya Swasembada, Tbk Jakarta, the hypothesized relationship was tested with Structural Equation Modeling. The results showed that there was an influence of OBA on intention to click OBA through mediating attitude towards OBA. The results also showed that perceived informativeness, perceived credibility, perceived personalization, perceived interactivity had an influence on OBA intention to click through mediating attitude toward OBA. But perceived entertainment does not affect the intention to click OBA through mediating attitude towards OBA. According to the results of consumer trust research has an influence on OBA's intention to click. Implications for future management and research practices are also discussed in this study.
22
Cauberghe, Verolien, Maggie Geuens, and Patrick De Pelsmacker. "Context effects of TV programme-induced interactivity and telepresence on advertising responses." International Journal of Advertising 30, no. 4 (January 2011): 641–63. http://dx.doi.org/10.2501/ija-30-4-641-663.
Full text
23
Karels, Alysa, and Teresa De la Hera. "Playful Strategies in Print Advertising." Eludamos: Journal for Computer Game Culture 12, no. 1 (September 14, 2021): 169–98. http://dx.doi.org/10.7557/23.6430.
Full textAbstract:
The fact that people are increasingly eager to seek out playful experiences in their everyday lives is part of a trend known as the ludification of culture. Scholars find that, in a time characterized by information overload, consumers are open and drawn to media products that offer entertainment through playful interaction. Meanwhile, the advertising industry is faced with the quandary of how to stand out and attract consumers’ fleeting attention in a landscape that has become highly competitive. Print advertising in particular faces a budget decline and has to compete with digital advertising forms that know richer affordances to appeal to consumers’ attention. For this reason, this article explores how print advertising uses playful strategies in order to stand out from the crowd and appease the demand to provide entertaining interaction for consumers. In doing so, the article focuses on the following research question: How do advertisers make use of playful communication strategies in print advertisements to stand out in the contemporary attention economy? To gain a comprehensive answer to this research question, a qualitative approach was taken. A thematic analysis of print advertisements was conducted, going through multiple rounds of coding that eventually resulted in the emergence of three central themes of playful strategies: (1) the use of playful visual design that is meant to instill a playful mindset; (2) the use of strategies based on a pleasurable interactive experiential logic; (3) the liberation of unspoken topics of a dark, solemn, and negative nature in a playful way. This study identifies playful aesthetics and their capacity for interactivity, resembling that of games, in static media forms such as print advertising; moreover, it identifies how playfulness can be used as a mode of production (playification) for the advertising industry as part of the creative industries. The conclusions and implications drawn from this article are thus theoretically and practically impactful. Regarding the former, contributions to an understanding of aesthetic interactivity and negative pleasurable experiences are made, and a need for further inquiry in playification is identified and encouraged. Regarding the latter, the benefit for advertisers to use playful print advertising strategies in their marketing mix is illuminated and ethical concerns regarding the persuasion of the strategies are expressed. The article closes by pointing out directions for future research.
24
Sadek, Heba. "Social Media Advertising Influence on Users' Responses." International Journal of Online Marketing 11, no. 1 (January 2021): 1–13. http://dx.doi.org/10.4018/ijom.2021010101.
Full textAbstract:
This research aims to extend the knowledge of social media advertising by providing a deep understanding of the elements of social networking sites advertising (SNS ad) effectiveness that help create favorable users' responses via their attitude toward empathy expression in the Egyptian context. Qualitative research was developed. Sixteen semi-structured interviews were conducted which were analyzed by using thematic analysis. Findings indicate that the crucial elements that generate an effective SNS ad in Egypt particularly on Facebook are the advertising creativity and simplicity, followed by the advertising entertainment specifically the emotional appeal of joy, the interactivity, the clear information, and the trustworthiness derived from users' generated content. These elements influence on users' attitude toward empathy expression and lead to favorable users' responses. Additionally, it has been found that brand loyalty plays a vital role on influencing users' responses. Based on these findings, this research offers implications and proposes further research directions.
25
Madleňák, Radovan, and Lucia Madleňáková. "Digital Advertising System in Urban Transport System of Žilina Town." Transport and Telecommunication Journal 15, no. 3 (September 1, 2014): 215–26. http://dx.doi.org/10.2478/ttj-2014-0019.
Full textAbstract:
AbstractThe Internet and information and communication technologies (ICT) have changed everything: news, commerce, advertising, relating to others, getting information and transport too. It has changed how the people work, how they practice religion, how they date, how they spend the free time and how they travel. One of the technological innovations that are based on usage ICT in advertising space is digital signage. This article presents the results of research dedicated to investigate the relationships between customers-passengers and this new ICT technology in real environment. The results of the research stimulate the discussion about the future advertising practices in Žilina town. Based on the wide analysis of opportunities the digital signage technology in advertising practices, the presented marketing research investigates how passengers accept virtual advertising technology in urban transport system of Žilina town. Authors highlight the advantages of interactivity between digital signage technology and consumers. The conclusions of this article triggers further investigations in the area of the interactions between the digital advertising technology and passengers, and the passengers’ perception and acceptation of shopping activities on the basis of advertising in digital signage medias.
26
Kim, Min Hee, and Sung Wook Shim. "The Study on Mobile Advertising acceptance intention through Digital Signage's NFC : Focusing on the Interactivity, Advertising value, Innovativeness." Korean Journal of Advertising 25, no. 7 (October 30, 2014): 111–37. http://dx.doi.org/10.14377/kja.2014.10.15.111.
Full text
27
Lobodenko, Lidia Kamilovna. "Visualization of advertising media text on TV channels’ websites: creative technologies." Journal of Flm Arts and Film Studies 6, no. 1 (March 15, 2014): 124–36. http://dx.doi.org/10.17816/vgik61124-136.
Full textAbstract:
The article examines the processes of transition to multimedia broadcasting platforms in the Internet introducing creative technology of advertising media text visualization to a new level. Present-day creative technologies provide non-standard use of verbal and nonverbal communication tools driving the audience to advertising media copies. The problem of studying creative technologies of advertising media copy visualization for channel websites is actually underexplored. Nevertheless a new trend in advertising visualization of ad units and messages in the Internet demands of manufacturers pooled knowledge of the advertising product displayed. Thus conventional terrestrial channels acquire both a new business assignment and additional financial support. The article provides theoretical justification of basic concepts, that is "creativity", "creative idea" and "creative technology." Basic elements dominating in development of visualized advertising are distinguished as the guidelines for creative technologies of advertising media text visualization on channel websites, including an exclusive style and advertising image formation technology. Media content of websites of 6 federal (national) TV channels included in the 1st and 2nd multiplexes of interactive digital television in Russia is specially scrutinized as a potent fact. Multimedia broadcasting platforms are shaped in the new informative and communicative environment conditioned by rapidly progressing innovative technologies, which renders to creative technologies of advertising media text visualization both dynamics of transformations and additional advertising product properties: multimediacity, interactivity, onlinity and hypertextuality.
28
Fondevila-Gascón, Joan-Francesc, Eduard Vidal-Portés, Omar Muñoz-Sánchez, and Marc Polo-López. "Interactive Advertising on HbbTV: An Experimental Analysis of Emotions." Sustainability 13, no. 14 (July 13, 2021): 7794. http://dx.doi.org/10.3390/su13147794.
Full textAbstract:
Interactivity in television (and sustainability, thanks to virtualization) is a growing phenomenon, driven especially by the implementation of the HbbTV (hybrid broadcast broadband television) standard. Networks, media agencies and advertisers are trying to adapt to and profit from the options generated by the interaction with the viewer. Through an experimental methodology including the viewing of an advertising block which included conventional and interactive advertisements, the emotions of the viewer were collected. It was concluded that the order of the announcements is not decisive, that the emotions of anger and sadness predominate over those of joy due to a negative predisposition towards viewing advertising proposals and the content of the advertisement itself, and that less intrusive formats are more accepted.
29
Mir, Imran Anwar. "Users on Social Network Sites—Flight from Reality and Its Effects on Acceptance of Social Network Advertising: A Gratification Perspective." Journal of Creative Communications 12, no. 2 (June 21, 2017): 98–121. http://dx.doi.org/10.1177/0973258617708367.
Full textAbstract:
Social network sites (SNSs) have emerged as a common place for social interactivity and communication in cyberspace. They have rapidly grown in fame and user acceptance globally. The business model of many of these SNS firms is based on advertising. Therefore, it is crucial that users accept social network advertising (SNA). Literature shows that users accept the advertising which is congruent with their motivations for using media. Many people participate in SNSs to forget the problems and worries of everyday life. Yet, empirical evidence is lacking which shows the effects of social escapism motivation on user acceptance of SNA. Grounded on the uses and gratifications theory, the present study proposes and tests a model which shows the effects of social escapism motivation on user attitudes toward SNA as well as on their SNS banner ad-clicking behaviour.
30
Andrejevic, Mark. "Productive Play 2.0: The Logic of In-Game Advertising." Media International Australia 130, no. 1 (February 2009): 66–76. http://dx.doi.org/10.1177/1329878x0913000109.
Full textAbstract:
Online video games are helping to pioneer the use of interactive advertising that targets consumers based on information about their behaviour, consumption patterns, and other demographic and psychographic information. This article draws on the example of in-game ads to explore some of the ways in which advertisers harness virtual worlds to marketing imperatives, and equate realism and authenticity with the proliferation of commercial messages. Since video games have the potential to serve as a model for other forms of marketing both online and off, the way in which they are being used to exploit interactivity as a form of commercial monitoring has broader implications for the digital economy.
31
Vashisht, Devika. "Effect of interactivity and congruence on brand advocacy and brand acceptance." Arts and the Market 9, no. 2 (December 9, 2019): 152–61. http://dx.doi.org/10.1108/aam-01-2019-0008.
Full textAbstract:
Purpose The purpose of this paper is to examine the combined effect of game-interactivity and game-product congruence on consumers’ brand advocacy and brand acceptance in the context of in-game advertising. Design/methodology/approach A 2 (interactivity: high or low)×2 (game-product congruence: high or low) between-subject measures design is used. In total, 140 students participated in the study. A 2×2 between-subjects multivariate analysis of variance is used to test the hypotheses. Findings The results reveal that for a high-interactive game, congruent condition results in higher brand advocacy and superior brand acceptance than the incongruent condition. However, for a low-interactive game, both congruent and incongruent conditions will result in the same level of brand advocacy as well as equal levels of brand acceptance. Research limitations/implications This paper provides implications for theory as well as practice by providing the empirical evidence of the combined effect of game-interactivity and game-product congruence on consumers’ brand advocacy and brand acceptance from the perspective of attention and elaboration. If higher brand advocacy and greater brand acceptance are the objectives of the brand managers, then a high interactive with congruent brand placements would be the right approach for effective advergames. Originality/value This investigation contributes to non-traditional advertising media literature, specifically to the area of branded entertainment, like brand placements in digital games by examining and exploring the influence of game-specific factors on players’ brand advocacy and brand acceptance. Moreover, this paper is one of the first to reveal the real-time roles of game-specific factors in generating gamers’ brand advocacy and brand acceptance from the perspectives of attention and elaboration, in an emerging marketing context, like India.
32
Prom, Natalya A. "Dialogization of discourse and genre in media." International Journal “Speech Genres” 17, no. 2 (May 23, 2022): 146–55. http://dx.doi.org/10.18500/2311-0740-2022-17-2-34-146-155.
Full textAbstract:
The article studies dialogization of media monologue messages aimed at intensifying the interiorization of new information into the addressee’s picture of the world by stimulating a dialogue with the audience. There have been singled out two levels of dialogization–discourse and genre. The analysis of the media content in the advertising and political types of communication, as well as discussions and talk shows on any topic, suggested that the most effective factor stimulating the recipient’s response is the provocativeness of the discourse, found in the topic under discussion, categorical statements, controversial points of view and defiant behavior of the participants. The author analyses communicative ways of dialogization of three genre types–informative, evaluative and incentive genres (according to L. Duskaeva’s classification). The study has found that important factors determining the dialogization of discourse and genre are the interactivity of the information and communication system and the convergence of genres, the product of which is, for example, such social network genres as a blog and a forum which in their modern form depend only on the creative potential of their authors. Particular attention is paid to the dialogization of the social advertising genre which does not imply interactivity, but the real objective indicator of its effectiveness is the audience’s awareness of the problem and their subsequent actions. The author presents two directions of dialogization: firstly, the strengthening of dialogueness and interactivity with the help of rhetorical means and techniques that appeal to the addressee; secondly, the verbal expression of the interaction of two or more semantic positions, a form of representation of media facts, which presupposes the reaction of the audience.
33
Alcaraz, Angelu G., Graciela Reneé C. Balmori, Jellah Daryl C. Ricalde, and Earl Pantoja. "A Study on Utilizing Social Media Advertising through “Instagram Aesthetics” to Drive Purchase Intention." Journal of Business and Management Studies 4, no. 1 (March 3, 2022): 167–78. http://dx.doi.org/10.32996/jbms.2022.4.1.20.
Full textAbstract:
Due to various factors, the number of start-up firms is constantly increasing. Social media is vital for promoting businesses, especially in this age. It helps companies to improve communication efficiency, foster creativity, and provide helpful information, among other things. Social media advertising is known for its low costs; hence it enables start-ups to launch various promotions that increase purchase intent. This study aims to know if several advertising factors, including uniqueness, clarity, and interactivity, influence a customer’s purchase intention and understand a significant relationship between these. Thus, a survey will be used through Google Forms to gather data. Indeed, online businesses continuously grow, especially as this becomes the source of income for some, unleashes one's passion towards businesses, provides more accessibility and convenience, and many more reasons, particularly during the pandemic. Using creative materials in digital marketing would help enterprises raise their brand awareness, increase overall sales, and expand businesses. Instagram Aesthetics significantly affects the purchase intention of consumers. The uniqueness of these outputs is the most important since it portrays not just originality but be able to gain a competitive advantage in the market, which reflects the operation of the business. However, it is also essential to have interactivity and clarity. The study would be important mainly for business owners, specifically those who operate solely on Instagram, to understand how creativity in advertising would help them market their business online. Moreover, this would be a powerful aid in attracting their target market and potential customers through their artistic visuals.
34
P., Maulina. "MEDIA INTERAKTIF SEBAGAI MEDIA PERIKLANAN." Communicology: Jurnal Ilmu Komunikasi 1, no. 1 (December 30, 2013): 14–24. http://dx.doi.org/10.21009/communicology.011.02.
Full textAbstract:
Abstract
The development of new media gives the positive sides to the people. Interactive new media has become a true benefit to everyone because people can express their artwork in more than one way with the technology that we have today and there is no longer a limit to what we can do with our creativity. Because of that the interactive media can be used as advertising media. By using interactive media to advertise their product, they can share their work and interact with big world. So if you think the interactive media is effective ways to advertise?. And the answers is “One of the keys to successfully developing an advertising campaign is to promote purposeful dialog between company and its stakeholder, advertiser and customers. That is what interactivity means. And that is where the internet offers its great potential.â€
Keywords: new media, interactive media, advertising
35
Garzaro, Daniela Menezes, Luís Fernando Varotto, Marcelo Carvalho, and Samara De Carvalho Pedro. "Interactivity and engagement: a systematic review of academic production in marketing." Revista Brasileira de Marketing 18, no. 3 (January 6, 2020): 246–65. http://dx.doi.org/10.5585/remark.v18i3.16374.
Full textAbstract:
Purpose: This study aimed to identify the current direction of research on interactivity and engagement, specifically in the field of marketing, evaluating in-depth the main themes and methods of studied research, indicating new directions for future research.Method: From journals listed in the Web of Science, a systematic review of the literature was carried out through textual statistics analysis with the Iramuteq software. We conducted an in-depth analysis of 40 articles on the subject of engagement and interactivity.Results: We identified that the theme is studied in several environments, such as online environment, social communities, social media ads, games advertising and mobile telephony. The textual analysis indicates that the most frequent relation is related to the studies of branding. This work also identified that most of the research was carried out in the United States, and the most used approach was quantitative, primarily with the use of structural equation modeling.Theoretical contributions: This work contributes to consolidate the academic research in interactivity and engagement in the field of marketing. It shows that interactivity is directly related to engagement and its cognitive and affective commitment, generating an active relationship with technology, which influences satisfaction, trust and commitment.Originality/relevance: This study presents the most recent studies and presents relevant research gaps on the topic of engagement and interactivity, reinforcing its current relevance and increasing importance in marketing research.
36
Godin, V. V., and A. E. Terekhova. "Digital advertising as a tool to promote goods or services. Project implementation experience." E-Management 2, no. 3 (October 29, 2019): 13–21. http://dx.doi.org/10.26425/2658-3445-2019-3-13-21.
Full textAbstract:
The article has been devoted to theoretical issues of the digital advertising sphere, its tasks and features. The online advertising market development level has been estimated, based on analytical data. Digital advertising is a complex of analytical, technological and supporting tools, which are interconnected directly. It includes a system of methods and tools, which use digital channels to promote a product or brand, attract and retain customers. The main areas of digital advertising are display advertising, banner advertising, video advertising and contextual advertising. Digital advertising is not limited by the Internet, but it uses other communication resources such as television, radio, telephone, direct sales and direct contact. A key feature of digital advertising is its interactivity and formed on its basis analytical resources (consumers, their preferences, products, channels, etc.), that provide personalization. At its core, personalization is the process of understanding the true intentions, desires and needs of a person, as well as the transfer of relevant, targeted and significant experience for that person. In practical terms, this means building and using a customer model and managing customer experience. The article examines the properties of digital advertising and its implementation as a project. The interdisciplinary properties of digital advertising predetermine the cross-subject nature of the training of specialists in digital advertising: marketing and information technology specialists. To illustrate the given theoretical material a real project of digital advertising company for popular among young people food product has been presented. The project goals and concept, its plan and organization of execution, the tools of digital advertising used have been considered: chat bots, mobile version of the site, landing page, gamification, promo codes, CRM system, bloggers, SMM. It has been shown, how the assessment of digital advertising impact activities of the company and the costs of the project were carried out.
37
Balnaves, Mark, and Duane Varan. "Beyond Exposure: Interactive Television and the New Media Currency." Media International Australia 105, no. 1 (November 2002): 95–104. http://dx.doi.org/10.1177/1329878x0210500114.
Full textAbstract:
Significant effort in advertising is directed towards maximising exposure — to ensure that, for example, a broadcast audience is exposed to an optimum number of messages in a media planning schedule. ‘Interactivity’ as it is emerging, however, has a dramatic effect on traditional assumptions about frequency and reach (how many times the message is repeated and how extensively it is received). Interactivity potentially shifts choice back to the audience, allowing a ‘bypassing’ of attempts to repeat messages. Audiences, given the choice, simply will avoid advertisements that are designed primarily for exposure. Audiences in an environment where they can personalise and customise a medium according to their preferences — and indeed become ‘producers' of content themselves — will be looking for content that is designed for elaboration, rather than only repetition. There is a background to this emerging trend and it is explored in this paper.
38
Humbani, Michael, and Yolanda Jordaan. "The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisements." Communicare: Journal for Communication Studies in Africa 34, no. 1 (October 17, 2022): 27–48. http://dx.doi.org/10.36615/jcsa.v34i1.1619.
Full textAbstract:
The exponential growth in the use of mobile phones has seen companies investing heavilyin mobile marketing to exploit the advertising opportunities presented by this medium. Thisstudy investigated the role that gender, household income and age play with regard to factorscontributing to the attitudes of consumers towards SMS advertisements. The contributingfactors reviewed in this study are content appeal, perceived personalisation, interactivity of SMSadvertisements, attitudes towards advertising in general, consumers’ innovativeness, perceivedconsumer knowledge, perceived control, fear of spamming, perceived incentives and locationbasedadvertising. A convenience sample was drawn from staff and students of three privateinstitutions of higher learning. The findings indicate that gender, household income and agetend to affect consumers’ attitudes towards SMS advertisements. More specifically, of all thecontributing factors, household income emerged as the most significant differentiator.
39
Babst, Melanie, Thérèse Roux, and Johan De Jager. "Measuring the effectiveness of out-of-home advertising campaigns in South Africa." Communicare: Journal for Communication Studies in Africa 39, no. 1 (October 6, 2022): 33–55. http://dx.doi.org/10.36615/jcsa.v39i1.1527.
Full textAbstract:
Out-of-home advertisers demand measurable and reliable results to better determine and controlthe success both before and after the launch of an advertising campaign. The evaluation of outof-home media effectiveness as part of advertising campaigns remains a largely unexploredfield of study, especially in an emerging market like South Africa’s. By analysing the contents ofout-of-home advertising campaigns’ media planning strategies and results, this study aimed toinvestigate whether the effectiveness of out-of-home media formats are evaluated and validlyconfirmed by South African advertisers. Findings of the study revealed the general lack ofeffective evaluation techniques for reliably measuring out-of-home media formats’ effectiveness inachieving stated communication objectives. Furthermore, results confirm the significant campaignevaluation opportunities provided by the integration of out-of-home media with technology andother mechanisms to receive on- or offline interactivity from audiences with advertised brands.This is particularly useful while the development of reliable out-of-home media measurementmetrics is still underway across the globe.
40
Park, Yebin, and EuniceEun-Sil Kim. "How Perceived Interactivity between Virtual Influencers and Their Followers and Advertising Type Impacts the Advertising Effectiveness : Mediating Role of Authenticity." Korean Journal of Advertising and Public Relations 24, no. 2 (April 30, 2022): 5–42. http://dx.doi.org/10.16914/kjapr.2022.24.2.5.
Full text
41
Branigan, Tony. "How Will New Media Affect Television?" Media International Australia 86, no. 1 (February 1998): 54–62. http://dx.doi.org/10.1177/1329878x9808600107.
Full textAbstract:
The next two decades will force major changes on existing media and leave them with a significantly smaller share of voice, mind and advertising dollars. Pay TV in various forms will be the main challenge, but the Internet and other interactive media also seem certain to change traditional media use and advertising practices. In the United States, cable television has taken large numbers of viewers from free-to-air TV, and is expanding its share of advertising revenue. Pay TV's prospects in Australia are promising, though the largely American program content of advertiser-supported channels may limit their appeal. Pay TV may be in as many as 20 per cent of homes within three years, but its impact on television viewing levels will be only a fraction of that. Free-to-air viewing may decline by as little as 4 per cent by 2000, while television revenue may be unaffected by Pay TV. In the medium term, digital technology will make various forms of interactivity practicable for both free-to-air and Pay TV. This may prove to be more significant than competition for advertising dollars, as it will allow both media to compete for marketing expenditure currently made outside normal advertising media.
42
Giombi, Kristen, Catherine Viator, Juliana Hoover, Janice Tzeng, Helen W. Sullivan, Amie C. O’Donoghue, Brian G. Southwell, and Leila C. Kahwati. "The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science." PLOS ONE 17, no. 2 (February 3, 2022): e0263339. http://dx.doi.org/10.1371/journal.pone.0263339.
Full textAbstract:
We conducted a scoping systematic review with respect to how consumer engagement with interactive advertising is evaluated and if interactive features influence consumer recall, awareness, or comprehension of product claims and risk disclosures for informing regulatory science. MEDLINE, PsycINFO, Business Source Corporate, and SCOPUS were searched for original research published from 1997 through February 2021. Two reviewers independently screened titles/abstracts and full-text articles for inclusion. Outcomes were abstracted into a structured abstraction form. We included 32 studies overall. The types of interactive ads evaluated included website banner and pop up ads, search engine ads, interactive TV ads, advergames, product websites, digital magazine ads, and ads on social network sites. Twenty-three studies reported objective measures of engagement using observational analyses or laboratory-based experiments. In nine studies evaluating the association between different interactivity features and outcomes, the evidence was mixed on whether more interactivity improves or worsens recall and comprehension. Studies vary with respect to populations, designs, ads evaluated, and outcomes assessed.
43
Liu, Chengchen, Ya Zhang, and Jing Zhang. "The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention." Journal of Product & Brand Management 29, no. 6 (June 27, 2020): 783–801. http://dx.doi.org/10.1108/jpbm-11-2018-2106.
Full textAbstract:
Purpose There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans’ purchase behavior have not been extensively researched in the extant literature. This paper aims to explore the factors that contribute to online celebrity branding and improving fans’ purchase intentions. Design/methodology/approach A survey and an experiment were conducted among consumers from the mainland of China. A total of 12 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and to explore the moderating role of perceived quality and product type. Findings This paper reveals that customers’ perceived self-congruity with online celebrities’ image and virtual interactivity positively impact the brand equity of online celebrities. Additionally, compared with virtual interactivity, the effect of customer perceived self-congruity on a brand is more significant. The brand equity of online celebrities thereby drives followers’ purchase intentions and the perceived quality of products positively moderates this relationship. Originality/value The research conclusions provide managerial implications for marketing practitioners for how to use human brands on social media platforms in the web 2.0 era and ultimately enhance consumer purchase intentions.
44
Rahimi, Nur Syuhada, Dr Bahtiar Mohamad, Talhat Alhaiou, and Syed Hassan Raza. "Determinants of Attitudes Towards Web Advertising: An Evidence from Malaysia." Jurnal The Messenger 11, no. 1A (June 2, 2019): 81. http://dx.doi.org/10.26623/themessenger.v11i1a.818.
Full textAbstract:
<p><em>The purpose of this study is to examine the factors which influence of the consumer’s Attitudes Towards Web Advertisement (ATWA). Drawing conceptual framework from Elaboration Likelihood Model (ELM), the influence of the six independent variables have been analyzed in this study, including informativeness, entertainment, credibility, economic value, interactivity, and materialism. The data has been obtained from 384 Honda users by using online questionnaires. Results of multiple regression analysis have revealed that all six factors influenced the attitude towards Honda web advertising. However, it has been revealed that the informativeness is a most important predictor of the ATWA. This study has shown that Elaboration Likelihood Model is interrelated with the determinants of consumer's attitudes towards Honda web advertisement and offered managerial implication.</em></p>
45
Chen, Si, Dandan Cheng, and Quan Zhou. "Design and Application of Interactive Algorithm for Advertising Media Screen Based on Smart Sensor." Scientific Programming 2022 (March 15, 2022): 1–10. http://dx.doi.org/10.1155/2022/4467739.
Full textAbstract:
Touch is one of the most important human senses. With the popularization of touch-screen mobile phones, tablet computers, and other devices, touch-screen interactive technology has become a norm in people’s daily lives, and advertisements that were once dominated by vision and hearing have added an interactive experience in the dimension of touch. Traditional advertising media screens can only complete simple information dissemination functions and cannot interact with users in a two-way manner. They can only receive information one-way and passively and lack interactivity. Touch-screen interactive advertising forms a good interaction with the target audience, thereby disseminating advertising information to achieve the purpose of promotion or brand image building. This paper designs a set of advertising media screen interaction systems based on smart sensors, including a gesture interaction module, a remote interaction module, and a touch interaction module. The gesture interaction module can recognize 5 static gestures and send gesture commands to control the advertising media screen. The remote interaction module can remotely control the advertising media screen, and the touch interaction module can control the advertising media screen through the touch screen. According to the functional requirements, the overall design of software and hardware is given, and the technical background of each module of the software is introduced. Next, the depth image-based gesture recognition method is studied. The number of fingers and the center distance feature are fused as feature vectors, and the weighted template matching method is used to classify and recognize gestures. Finally, the design and implementation of the interactive system are introduced.
46
Khalifa, Ali Haj. "Measuring the Effectiveness of Online Advertising: The Tunisian Context." International Journal of Management Excellence 3, no. 1 (April 30, 2014): 354–61. http://dx.doi.org/10.17722/ijme.v3i1.124.
Full textAbstract:
The development of the Internet tool was accompanied by a business turnaround which has deep effects on the rules of marketing and particularly company-customers relationships. The graphical interface that the Web can create between the company and its customers promotes its use as a medium of marketing communication. The advantages of e-communication are endless for companies, including timeliness, cost and interactivity. However, users are daily confronted with large masses of information which may affect the issue of effectiveness of this communication form. Therefore, it is necessary to know whether the information transmitted is accessed and if it achieves the objectives associated with it. In other words, to what extent the internet communication is effective. In this research, efficiency is studied through two indicators: the advertising memorization and the click on the pop-up advertising. The empirical study was conducted on a sample of 200 Internet users. The statistical analysis used is descriptive analysis and logistic regression. The main empirical results show that memory is largely affected by the location in the screen, size and animated banner advertising. As for the "click", it’s related to the colors used in the banner, size and clarity of the message.
47
Cha, Won-sang. "A study on the Advertising Acceptance of Audiences toward the Cinema advertising using NFC technology-using Extended Technology Acceptance Model and Interactivity." Journal of Digital Contents Society 20, no. 11 (November 30, 2019): 2131–40. http://dx.doi.org/10.9728/dcs.2019.20.11.2131.
Full text
48
Liu, Yuping, and L. J. Shrum. "What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness." Journal of Advertising 31, no. 4 (December 2002): 53–64. http://dx.doi.org/10.1080/00913367.2002.10673685.
Full text
49
Wibisurya, Ivan. "The Effect of Digital Marketing Implementation through Location Based Advertising on Customer’s Purchase Intention." Binus Business Review 9, no. 2 (July 31, 2018): 153–61. http://dx.doi.org/10.21512/bbr.v9i2.4618.
Full textAbstract:
There were two objectives of the research, those were to find out the effects of Location Based Advertising (LBA) on customer’s attitude and purchase intention. Furthermore, this research sought the enhancement effect of timing in several features on the customer’s attitude toward LBA and purchase intention. The features used were the content appeal, interactivity, control, attitude toward advertising in general, customization, and intrusiveness. This research was a conclusive study with descriptive design. Data collection was done by offline survey with 160 respondents who had ever received LBA in two different conditions. Meanwhile, data analysis was conducted using Structural Equation Modelling (SEM). The research shows several results. First, content appeal, control, and customization have significant and positive effects on attitude toward LBA. Second, attitude toward LBA has significant and positive effect on customer’s purchase intention. Third, timing enhances the positive effect of customization on attitude toward LBA. Last, timing also enhances the positive effect of attitude toward LBA oncustomer’s purchase intention.
50
Song, So Young, and Youn-Kyung Kim. "Doing Good Better: Impure Altruism in Green Apparel Advertising." Sustainability 11, no. 20 (October 17, 2019): 5762. http://dx.doi.org/10.3390/su11205762.
Full textAbstract:
In this study, we identify impure altruism as a duality of altruistic and egoistic warmth. We examine how these feelings motivate consumers to buy green apparel in response to advertisements. We test the effectiveness of the message orientation and its interactivity with a beneficiary and propose modeling impure altruism as the reason why consumers purchase green apparel. The study uses a quasi-experiment to estimate a comparison effect among advertising stimuli. We conduct an online survey among US consumers that garnered 586 responses for the main data analysis. The results indicate that egocentric appeals increase perceived uniqueness and that human beneficiary appeals lead to higher communal harmony. The findings show that communal harmony and global wellbeing prompt altruistic warmth and that uniqueness and product quality encourage egoistic warmth. Notably, altruistic warmth contributes to egoistic warmth, which indicates the existence of impurely altruistic consumers. Both altruistic and egoistic warmth lead to the intention of purchasing green apparel. We recommend “feel-good” marketing strategies to publicize the benefits of a sustainable lifestyle. The study contributes to the theoretical development of sustainability and can serve as an extension of a discrete model of altruism and egoism on consumers’ sustainable behavior.