Interactivity and vividness effects on social presence and involvement with a web-based advertisement

This article measures the effects of various levels of interactivity and vividness of a message on attitudes and behavioral intentions within a web-based advertisement. As a conceptual foundation, the study introduces the multistep model of the impact of interactivity on advertising effectiveness. T...

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Veröffentlicht in:	Journal of business research 2005-03, Vol.58 (3), p.387-396
Hauptverfasser:	Fortin, David R., Dholakia, Ruby Roy
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Business Consumer behavior Consumers Effects Interactivity Internet Involvement Online advertising Social interaction Social presence Studies Variance Vividness Web
Online-Zugang:	Volltext
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