Citation

Effect of Interactive Advertising on Large Display

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Abstract:

This paper describes current research in the field of interactive advertising on a large public display with interactivity (gesture interaction) and self-representation (avatar self-presence). The core of this research is based on an interaction concept of a large display like digital signage. The emerging means of interacting with these screens usually employ gesture interactivity and self-reflection in conjunction with media in public spaces; the gesture interactivity and self-reflected image are independent variables, and attitudes toward advertising, brand, and purchase intention are dependent variables for this study. Consequently, this research explores the following hypotheses: 1) experience with interactive advertising improves users’ psychological effects, including presence, emotions, and attitude change; 2) interactive advertising is significant to the advertisement’s effectiveness; 3) in interactive media, gesture interactivity produces stronger psychological effects and advertisement effectiveness than avatar self-representation; and 4) psychological effects mediate between display advertising and advertisement effectiveness.

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onferenc (1), earnin (1), nternationa (1), roceeding (1), inkin (1), ractice. (1), useum (1), nd (1), nvironments. (1), ourna (1), ther-endorsin (1), ersu (1), esign. Ahn (1), elf-endorsin (1), ay) (1), oussouri (1), xplor (1), o adap (1), houl (1), utur (1), oul (1),
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Association:
Name: International Communication Association 65th Annual Conference
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p985837_index.html
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MLA Citation:

Lee, Daeun., Biocca, Frank. and Jung, Soyoung. "Effect of Interactive Advertising on Large Display" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, May 21, 2015 <Not Available>. 2018-02-13 <http://citation.allacademic.com/meta/p985837_index.html>

APA Citation:

Lee, D. , Biocca, F. and Jung, S. , 2015-05-21 "Effect of Interactive Advertising on Large Display" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico Online <APPLICATION/PDF>. 2018-02-13 from http://citation.allacademic.com/meta/p985837_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This paper describes current research in the field of interactive advertising on a large public display with interactivity (gesture interaction) and self-representation (avatar self-presence). The core of this research is based on an interaction concept of a large display like digital signage. The emerging means of interacting with these screens usually employ gesture interactivity and self-reflection in conjunction with media in public spaces; the gesture interactivity and self-reflected image are independent variables, and attitudes toward advertising, brand, and purchase intention are dependent variables for this study. Consequently, this research explores the following hypotheses: 1) experience with interactive advertising improves users’ psychological effects, including presence, emotions, and attitude change; 2) interactive advertising is significant to the advertisement’s effectiveness; 3) in interactive media, gesture interactivity produces stronger psychological effects and advertisement effectiveness than avatar self-representation; and 4) psychological effects mediate between display advertising and advertisement effectiveness.


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