haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 244 / 1883
| Tekijä: | Levy, S. Nebenzahl, I.D. |
| Otsikko: | Programme involvement and interactive behaviour in interactive television |
| Lehti: | International Journal of Advertising
2006 : VOL. 25:3, p. 309-332 |
| Asiasana: | advertising television advertising communication research |
| Vapaa asiasana: | media |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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