Consumers' responses to brand websites: an interdisciplinary review

Chu, Kuo‐Ming; Chan, Hui‐Chun

doi:10.1108/10662240910998887

Cited by 21 publications

(19 citation statements)

References 107 publications

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“…While the traditional media effects approach, which assumes one-way or universal media effect on a user, has been criticised, more recent media effects streams follow the understanding that the media characteristics are perceived and employed in diverse ways across different segments (Bryant & Oliver, 2009;Dennis, Brakus, & Alamanos, 2013;Dennis, Merrilees, Jayawardhena, & Wright, 2009;Stewart & Pavlou, 2009;Voorveld et al, 2009), for instance according to the user's motivations, skills, interest, goals, knowledge and body, among others (Dennis et al, 2009;Yakhlef, 2015). Also, studies in the HCI field emphasise that user responses to media features vary depending on the social contexts of use (Brignull & Rogers, 2003;Marshall, Morris, Rogers, Kreitmayer, & Davies, 2011).…”

Section: Media Characteristicsmentioning

confidence: 99%

“…In previous research, media characteristics have served as a catalyst for investigating media effects on consumer responses and also as a tool for understanding the individualities of interactive technologies (Burke & Chidambaram, 1999;Eveland, 2003;Hoffman & Novak, 1996;Steuer, 1992;Sundar, 2004;Voorveld et al, 2009). While the traditional media effects approach, which assumes one-way or universal media effect on a user, has been criticised, more recent media effects streams follow the understanding that the media characteristics are perceived and employed in diverse ways across different segments (Bryant & Oliver, 2009;Dennis, Brakus, & Alamanos, 2013;Dennis, Merrilees, Jayawardhena, & Wright, 2009;Stewart & Pavlou, 2009;Voorveld et al, 2009), for instance according to the user's motivations, skills, interest, goals, knowledge and body, among others (Dennis et al, 2009;Yakhlef, 2015).…”

Section: Media Characteristicsmentioning

confidence: 99%

“…Interactivity, modality and virtuality have, for example, allowed the discovery of how a media format in a commercial context impacts consumer immersion in the experience and how that immersion further leads to brand knowledge, brand attitude and purchase intentions (Daugherty, Li, & Biocca, 2008;Liu & Shrum, 2002;Van Noort, Voorveld, & van Reijmersdal, 2012;Voorveld, Neijens, & Smit, 2009).…”

Section: Introductionmentioning

confidence: 99%

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‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications

Javornik

2016

Journal of Marketing Management

258

294

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The paper investigates two augmented reality (AR) applications and corresponding consumer responses to their media characteristics. Firstly, it discusses the role of interactivity with AR technology. Secondly, it introduces augmentation as a salient media characteristic of AR applications and tests measurement items of perceived augmentation. Two experimental studies replicate the research design of Van Noort et al. [Van Noort, G., Voorveld, H. A. M., & van Reijmersdal, E. A. (2012). Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers' online flow experience. Journal of Interactive Marketing, 26, 223-234], applying it in the context of AR. The results show that perceived augmentation represents a fitting concept for understanding consumer responses to AR features and, furthermore, that flow mediates effects of perceived augmentation on consumers' affective responses and behavioural intentions. AR features on the other hand do not increase perception of interactivity. Finally, implications of the study and further research directions are discussed. ARTICLE HISTORY

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Section: Media Characteristicsmentioning

confidence: 99%

Section: Media Characteristicsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications

Javornik

2016

Journal of Marketing Management

258

294

View full text Add to dashboard Cite

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“…Interactive advertising research has found that the efficacy of online marketing is determined by its telepresence, or the ability to make the user feel as though he or she is in the online environment (Hoffman & Novak, 1996;Steuer, 1992). The telepresence of online content is determined by its interactivity, how much users can Downloaded by [University of Reading] at 20:18 20 December 2014 modify the content; and vividness, how much the content appeals to the user's senses (Voorveld, Neijens, & Smit, 2009, 2010.…”

Section: The Growing Importance Of Digital Marketing Of Food and Bevementioning

confidence: 99%

Marketing Sugary Cereals to Children in the Digital Age: A Content Analysis of 17 Child-Targeted Websites

Cheyne¹,

Dorfman²,

Bukofzer³

et al. 2013

Journal of Health Communication

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The Institute of Medicine has warned of the harm of food marketing to children from television to new media channels such as the Internet. The authors identified and analyzed the techniques used to engage children on websites from cereal companies--the third largest food marketer to children. The authors found that top breakfast cereal manufacturers maintain child-oriented websites, using strategies unique to the Internet to capture and maintain children's attention. These include branded engagement techniques such as advergames, videos, site registration, and viral marketing, including inviting friends to join the site. The authors found 3 progressive levels of telepresence on child-targeted cereal websites: sites with more than 1 engaging feature, multiple techniques present on individual pages, and the construction of a virtual world. Using Internet traffic data, the authors confirm that these techniques work: cereal marketers reach children online with lengthier and more sophisticated engagements than are possible with traditional, passive media such as television advertisements or product packaging. Despite the cereal manufacturer's self-regulatory pledge to improve their marketing to children, their marketing practices exploit children's susceptibility to advertising by almost exclusively promoting high-sugar cereals using deeply engaging techniques.

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“…With the rapid growth of the World Wide Web, advertisers and marketers have been increasingly utilizing the new medium for advertising purposes and incorporating their corporate websites into their marketing communication mix (Goldsmith & Lafferty, 2002;Hwang, McMillan, & Lee, 2003;Loiacono, Watson, & Goodhue, 2007;Stevenson, Bruner, & Kumar, 2000;Song & Zinkhan, 2008;van Noort, Voorveld, & van Reijmersdal, 2012;Voorveld, Neijens, & Smit, 2009;Wang, Wang, & Farn, 2009;Zollet, 2014). A corporate website serves as a strategic advertising and marketing communication tool that enhances customer-relationships and fosters brand-building (McMahan, Hovland, & McMillan, 2009) as it enables consumers to interact with the advertising message and engage with the brand (Yoo, 2009).…”

Section: Introductionmentioning

confidence: 99%

The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model

Fahmy¹,

Ghoneim²

2016

IJMS

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Interactivity is identified as a key component in the new media; however, the complex relationship between interactivity and advertising effectiveness measures has yielded inconclusive results. The purpose of this study is to perform a systematic investigation of the underlying mechanisms between the actual interactivity and the advertising effectiveness measures.This paper proposes a model that empirically examines the role of the perceived interactivity in mediating the impact of actual interactivity on advertising effects; moreover, it studies the moderating role of individual differences on perceived interactivity. The empirical evidence indicates that perceived interactivity mediates the relationship between actual interactivity and purchase intention, the attitude towards the brand, and the attitude towards the website; additionally, it reveals that age plays a significant moderating role between actual and perceived interactivity. Thus, the mediated moderation model is supported. Furthermore, this paper tackles the implications of the interactivity theory building in the practice of marketing communications and interactive advertising.

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Consumers' responses to brand websites: an interdisciplinary review

Cited by 21 publications

References 107 publications

‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications

‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications

Marketing Sugary Cereals to Children in the Digital Age: A Content Analysis of 17 Child-Targeted Websites

The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model

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