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Dissertation/Thesis Abstract

Perceived interactivity and uses and gratifications of online interactive advertising
by Hermes, Anna, M.S.M.C., Arkansas State University, 2016, 98; 10099139
Abstract (Summary)

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.

Indexing (document details)
Advisor: Jackson Pitts, Mary
Commitee: Bowman, Michael, Hill, Myleea
School: Arkansas State University
Department: Journalism
School Location: United States -- Arkansas
Source: MAI 55/04M(E), Masters Abstracts International
Subjects: Mass communications
Keywords: Engaging online advertising, Interactive marketing, Internet advertising, Online advertising, Online interactivity, Uses and gratifications
Publication Number: 10099139
ISBN: 978-1-339-63176-9
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