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Author: Dong Won Choi
Publisher:
ISBN:
Category :
Languages : en
Pages : 134
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Book Description
This study explored how online video ad control features might influence viewer experiences with online video advertising. In particular, the study examined the impacts of an ad skip option and a remaining ad time display on psychological reactance and attitudinal response to the video ad. The study also investigated the mediating role of perceived control and the moderating role of desire for control (DFC). The results of a 2 (Skip option: presence vs. absence) ©-- 2 (Time display: presence vs. absence) between-subjects experiment revealed that viewers perceived higher control over the ad and lower ad intrusiveness and lower ad irritation when the ad skip option was available than when the ad skip option was not available. However, the presence of the skip option did not result in more favorable attitude toward the ad (Aad) or attitude toward the brand (Ab). Similarly, the presence of the ad time display led to higher perceived control over the ad and lower ad intrusiveness and lower ad irritation but did not lead to more favorable Aad or Ab than the absence of the ad time display. Moreover, the results show that the pathway from perceived control to psychological reactance mediated the effects of the two online video ad control features on Aad. Lastly, DFC did not significantly moderate the impact of perceived control on psychological reactance.
Author: Dong Won Choi
Publisher:
ISBN:
Category :
Languages : en
Pages : 134
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Book Description
This study explored how online video ad control features might influence viewer experiences with online video advertising. In particular, the study examined the impacts of an ad skip option and a remaining ad time display on psychological reactance and attitudinal response to the video ad. The study also investigated the mediating role of perceived control and the moderating role of desire for control (DFC). The results of a 2 (Skip option: presence vs. absence) ©-- 2 (Time display: presence vs. absence) between-subjects experiment revealed that viewers perceived higher control over the ad and lower ad intrusiveness and lower ad irritation when the ad skip option was available than when the ad skip option was not available. However, the presence of the skip option did not result in more favorable attitude toward the ad (Aad) or attitude toward the brand (Ab). Similarly, the presence of the ad time display led to higher perceived control over the ad and lower ad intrusiveness and lower ad irritation but did not lead to more favorable Aad or Ab than the absence of the ad time display. Moreover, the results show that the pathway from perceived control to psychological reactance mediated the effects of the two online video ad control features on Aad. Lastly, DFC did not significantly moderate the impact of perceived control on psychological reactance.
Author: Jung-gyo Lee
Publisher:
ISBN:
Category :
Languages : en
Pages : 236
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Book Description
Author: 蔡宜志
Publisher:
ISBN:
Category :
Languages : en
Pages : 88
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Book Description
Author: Joonghwa Lee
Publisher:
ISBN:
Category : Advertising media planning
Languages : en
Pages : 174
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Book Description
Author: Hanafizadeh, Payam
Publisher: IGI Global
ISBN: 1466608862
Category : Business & Economics
Languages : en
Pages : 249
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Book Description
"This book educates readers on how to meet online advertising and Internet marketing challenges for both present and future tactics"--Provided by publisher.
Author: Peeter Verlegh
Publisher: Springer
ISBN: 3658105585
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.
Author: Enrique Bigne
Publisher: Springer Nature
ISBN: 3658248785
Category : Psychology
Languages : en
Pages : 240
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Book Description
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.
Author: Shelly Rodgers
Publisher: Routledge
ISBN: 1351208292
Category : Business & Economics
Languages : en
Pages : 548
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Book Description
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Author: Shelly Rodgers
Publisher: Taylor & Francis
ISBN: 1317225465
Category : Business & Economics
Languages : en
Pages : 466
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Book Description
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
Author: Xiaowen Fang
Publisher: Springer Nature
ISBN: 3030501647
Category : Computers
Languages : en
Pages : 547
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Book Description
This book constitutes the refereed proceedings of the Second International Conference on HCI in Games, HCI-Games 2020, held in July 2020 as part of HCI International 2020 in Copenhagen, Denmark.* HCII 2020 received a total of 6326 submissions, of which 1439 papers and 238 posters were accepted for publication after a careful reviewing process. The 38 papers presented in this volume are organized in topical sections named: designing games and gamified interactions; user engagement and game impact; and serious games. *The conference was held virtually due to the COVID-19 pandemic.
