search query: @journal_id 1668 / total: 273
reference: 120 / 273
| Author: | Levy, S. Nebenzahl, I.D. |
| Title: | Programme involvement and interactive behaviour in interactive television |
| Journal: | International Journal of Advertising
2006 : VOL. 25:3, p. 309-332 |
| Index terms: | advertising television advertising communication research |
| Freeterms: | media |
| Language: | eng |
| Abstract: | Two-way communication btw. individual viewers (hereafter as: v-ws.) and advertisements (as: ads.) embedded in programmes is facilitated by interactive (as: i-act.) television (TV). This paper examines how interest in the content of TV programmes affects the i-act. behaviour (as: beh.) of v-ws. with i-act. ads. included in advertising breaks. The empirical results show that the likelihood of entering i-act. beh. is negatively impacted by the v-ws.' involvement in the programme, but only after a certain passed threshold. Once engaged in i-act. beh., programme involvement has no effect on the extent of interactivity impacted by involvement in the advertised product / service. |
SCIMA