A preliminary structural equation model of comprehension and persuasion of interactive advertising brand web sites

The main goal of this study was to build a preliminary structural equation model to understand better the relationships between interactivity, comprehension, and persuasion.

A Preliminary Structural Equation Model Of Comprehension And Persuasion Of Interactive Advertising Brand Web Sites

Wendy MaciasUniversity of Georgia


The Web was first heralded as a blending or converging of positive aspects...