Title page for ETD etd-07162007-092825
|Type of Document
||Hoggard, Jesse T.
|Author's Email Address
||Moving towards a Very Long Engagement: The Effects of Interactivity on Prolonging Engagement with Online Movie Advertisements
||Master of Arts in Liberal Arts (M.A.L.A.)
||Liberal Arts (Interdepartmental Program)
|Judith Anne Garretson Folse
- instructive interactivity
- interactive advertising
- perceived interactivity
- advertising recall
- purchase intention
|Date of Defense
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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