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    Identifying the resources and capabilities of customer-intimate organizations

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    Publication type
    Conference Proceeding
    Author
    Verweire, Kurt
    Publication Year
    2011
    
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    Abstract
    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 communication) × 3 (user control) experimental study, 246 respondents participated. The results show that the impact of actual interactivity on attitude toward the advertisement is mediated by perceived interactivity. Subsequently, telepresence (the feeling of being present in the mediated environment) has a crucial mediating role to explain the context effect of perceived interactivity on attitude toward the advertisement. With regard to the underlying mechanism, the results show that telepresence is positively correlated with the amount of positive programme thoughts. In addition, the positive programme thoughts have a positive effect on the attitude toward the ad, above and beyond the effect of positive thoughts about the advertisement.
    Keyword
    Strategy
    Knowledge Domain/Industry
    Strategy
    URI
    http://hdl.handle.net/20.500.12127/4241
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