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

Wendy Macias

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

Introduction

The Web was first heralded as a blending or converging of positive aspects of various old and new technologies resulting in a new medium which offered 'greater segmentation of media audiences', 'greater audience control over the rate and timing of ad exposure', and the 'potential of one-to-one interactivity' (Ducoffe, Sandler, and Secunda 1996, p. 8, Advertising Faculty 1996, p. i). Advertisers and other communicators have been attempting to take advantage of the opportunities the Web offers by...

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