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dc.contributor.authorVerweire, Kurt
dc.date.accessioned2017-12-02T14:42:26Z
dc.date.available2017-12-02T14:42:26Z
dc.date.issued2011
dc.identifier.urihttp://hdl.handle.net/20.500.12127/4241
dc.description.abstractThis 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.
dc.language.isoen
dc.subjectStrategy
dc.titleIdentifying the resources and capabilities of customer-intimate organizations
vlerick.conferencedate21/05/2011-25/05/2011
vlerick.conferencelocationReno, Nevada, United States
vlerick.conferencename2011 Industrial Engineering Research Conference, Engineering Management Track
vlerick.knowledgedomainStrategy
vlerick.supervisor
vlerick.typeconfpresConference Proceeding
vlerick.vlerickdepartmentEGS
dc.identifier.vperid35930
dc.identifier.vpubid4904


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