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

This study investigates the context effects of TV programme embedded interactivity on the attitude toward an advertisement placed within the interactive programme.

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,...

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