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, game consoles, personal digital assistants, mobile phones, and advanced television systems such as mobile television (Choi et al. 2009) and interactive digital television (IDTV) also enable users to interact with the medium content. IDTV has been launched in most western countries and has enormous potential in terms of reach (TV has a higher penetration than the internet) (Lombard & Snyder-Dutch 2001). Although the integration of new media with traditional media has been indicated to be successful (Okazaki & Hirose 2009), this relatively new medium technology has received little academic attention (Kang 2002; Kim & Sawhney 2002).