Date of Award
4-20-2016
Document Type
Thesis
Degree Name
Journalism, MSMC
First Advisor
Mary Jackson Pitts
Committee Members
Michael Bowman; Myleea Hill
Call Number
LD 251 .A566t 2016 H33
Abstract
The internet supports interactive online advertisings which allow viewers to engage. By conducting a survey among university students, this study examined experiences, perceived interactivity levels, and the appeal of the advertising features hyperlinks, share options, surveys, branded games, downloads, mouseovers/hover effects, and chats or feedback forms. Participants who had seen one of these features reported to use it. Participants who had seen hyperlinks, branded games, download, mouseover/hover, as well as chat/feedback forms in online ads found them more interactive. Share option, survey, branded games, downloads, mouseover/hover and feedback forms seemed appealing to participants who had seen it. Applying the Uses and Gratifications Theory, control, synchronicity, customization, non-verbal communication, and information-seeking were sought gratifications from interactive online advertising. Respondents who had reported to watch online ads were more interested in interactive online ads. Suggestions for advertisers on how to create online ads that are interactive were made.
Rights Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Hermes, Anna, "Perceived Interactivity and Uses and Gratifications of Online Interactive Advertising" (2016). Student Theses and Dissertations. 630.
https://arch.astate.edu/all-etd/630
