M. Sc. in Mass Communication Thesis
Abstract:
The internet supports interactive online advertising which allows 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.
The internet supports interactive online advertising which allows 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.
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