Title page for ETD etd-07162007-092825

Type of Document Master's Thesis
Author Hoggard, Jesse T.
Author's Email Address jhogga1@lsu.edu
URN etd-07162007-092825
Title Moving towards a Very Long Engagement: The Effects of Interactivity on Prolonging Engagement with Online Movie Advertisements
Degree Master of Arts in Liberal Arts (M.A.L.A.)
Department Liberal Arts (Interdepartmental Program)
Advisory Committee
Advisor Name Title
Lance Porter Committee Chair
Judith Anne Garretson Folse Committee Member
William Clark Committee Member
  • click-through
  • instructive interactivity
  • interactive advertising
  • engagement
  • perceived interactivity
  • interactivity
  • marketing
  • mood
  • advertising recall
  • involvement
  • purchase intention
  • attitude
Date of Defense 2007-06-25
Availability unrestricted
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 participantsí 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.

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