An experiment with 421 participants aged 18-45 was conducted to measure the effects of interactivity in an online movie advertising setting, and the effects of interactivity on consumer engagement and other brand metrics. Results from a post-test survey revealed insight into participants perceived level of interactivity, and reflected varying levels of attitude towards ad messages, ad recall, mood, and factors in purchasing habits.
Results suggested that while interactivity can sometimes hinder advertising recall rates, it can also increase positive attitudes toward the advertisement, click-through rate, intent to purchase, and mood. Practical implications and suggestions for further research are discussed.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-07162007-092825 |
| Date | 16 July 2007 |
| Creators | Hoggard, Jesse T. |
| Contributors | William Clark, Judith Anne Garretson Folse, Lance Porter |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-07162007-092825/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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