Author Type

Graduate Student

Date of Award

2014

Document Type

Dissertation

Publication Status

Version of Record

Submission Date

October 2026

Thesis/Dissertation Advisor [Chair]

Korgaonkar, Pradeep

Abstract

This research examines how incorporating interactivity into online video advertisements effects the following key marketing dependent variables: a) Involvement with the Advertisement, b) Ad Recall, c) Attitude towards the website, d) Attitude towards the Advertisement, e) Attitude towards the Brand, and f) Purchase Intention. Deriving from past Interactivity research, three important facets of interactivity are identified; User Control, Two-way Communication and Synchronicity. In order to test an Internet based 2 (User Control: high or low) X 2 (two-way communication: high or low) X 2 (synchronicity: high or low) between subjects experimental design, 8 different online video platforms were created. The online video experiment was administered to approximately 400 students in a large South-Eastern school. Overall the findings regarding interactivity in online video advertising found no significant effect of synchronicity on the dependent variables. There was however a significant interaction effect of user control and two-way communication on the dependent variables. These interaction effects were examined further with a cell means multiple comparison analysis. User control and two-way communication were found to have a significant interaction effect on ad recall, purchase intention and attitude towards the brand. User control had a significant effect on involvement and two-way communication had a significant effect on attitude towards the website. There was no effect of UC or TWC on attitude towards the ad.

Extent

122 p.

Comments

Includes bibliography.|Dissertation (Ph.D.)--Florida Atlantic University, 2014.|FAU Electronic Theses and Dissertations Collection|Includes bibliography.

Identifier

FA00004156

Format

pdf

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