Context effects of TV programme-induced interactivity and telepresence on advertising responses
Verolien Cauberghe and Maggie Geuens
Ghent University
Patrick De Pelsmacker
University of Antwerp
Introduction
In recent years academic interest in the impact of interactivity and its related aspect, telepresence, has increased significantly (e.g. Coyle & Thorson 2001; Li et al. 2003; Sicilia et al. 2005; Suh & Lee 2005). Reviewing the existing literature, the following observations can be made.
First, nearly all of the previous research focuses on the internet. However, the internet is not the only medium that allows interactivity. For example,...