search query: @author Shrum, L. J. / total: 3
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| Author: | Liu, Y. Shrum, L. J. |
| Title: | What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness |
| Journal: | Journal of Advertising
2002 : WINTER, VOL. 31:4, p. 53-64 |
| Index terms: | ADVERTISING ADVERTISING EFFECTIVENESS INTERACTION |
| Language: | eng |
| Abstract: | In this article, the authors explore the nature of interactivity and its underlying processes to determine the conditions in which interactivity may be both useful and detrimental in an advertising context. |
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