The ever-changing media environment brought on by the constant advent of new
technologies requires advertising scholars to stay nimble, updating and innovating research …

We conducted a sco** systematic review with respect to how consumer engagement with
interactive advertising is evaluated and if interactive features influence consumer recall …

This study investigates the context effects of TV programme embedded interactivity on the
attitude toward an advertisement placed within the interactive programme. In the 2 (two way …

This article aims to reconcile some inconsistencies on the three constructs of advertising
involvement, advertising relevance and media engagement. Then it develops a scale to …

Amid the plethora of research on advertising effectiveness, the authors of the current study
believe consumers' online search behavior, subsequent to exposure to traditional …

The notion of „interactive‟ advertising is used in the advertising industry to increase
attraction to „new‟ types of media and means of transmitting advertising messages. The …

This study explores the effects of interacting with three current interactive television (iTV) ad
formats, using an Australian audience panel. Interaction with iTV ads has positive effects on …

The purpose of this study is to examine the effectiveness on Korean consumers of pre-roll
advertising via video on demand (VOD) in Internet Protocol television (IPTV) and mobile TV …

Based on the classical elaboration likelihood model, we develop an interactive
communication behavior model and apply it to the interactive television environment. The …

Interactive television (IPTV) leads to noteworthy changes in marketing and advertising. As
an innovative technology, IPTV provides advanced, customized, and personalized television …