Context effects of TV programme-induced interactivity and telepresence on advertising responses

Veroline Cauberghe · Maggie Geuens · Patrick De Pelsmacker

60 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Multimedia Communication and Technology

Abstract

This study investigates the context effects of TV programme embedded interactivity on the attitude toward an advertisement placed within the interactive programme. In the 2 (two way communication) × 3 (user control) experimental study, 246 respondents participated. The results show that the impact of actual interactivity on attitude toward the advertisement is mediated by perceived interactivity. Subsequently, telepresence (the feeling of being present in the mediated environment) has a crucial mediating role to explain the context effect of perceived interactivity on attitude toward the advertisement. With regard to the underlying mechanism, the results show that telepresence is positively correlated with the amount of positive programme thoughts. In addition, the positive programme thoughts have a positive effect on the attitude toward the ad, above and beyond the effect of positive thoughts about the advertisement.

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References

1986Communication and Persuasion 1997The media equation: how people treat computers, television, and new media like real people and places 1981Attitudes and Persuasion: Classic and Contemporary Approaches 2001Interactive Advertising and Presence

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