Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective

Jung, Jae Min; Hui, Hang Chu (“Michel”); Min, Kyeong Sam; Martin, Drew

doi:10.1016/j.jbusres.2013.03.002

Cited by 19 publications

(23 citation statements)

References 30 publications

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“…Penelitian ini juga menambahkan hubungan dari penelitian Seyedghorban, Tahnerjad dan Matanda tahun 2016 yang menyatakan bahwa motivasi memoderasi hubungan antara perceived goal impediment terhadap advertising avoidance. Motivasi didefinisikan sebagai dorongan untuk melakukan aktivitas online (Jung et al, 2014). Tingkat motivasional dapat dikategorikan sebagai telic (seriousminded) dan paratelic (playful-minded) (Bang, Kim dan Choi, 2018).…”

Section: Pendahuluanunclassified

“…Penelitian ini juga menyertakan motivasi sebagai variabel moderasi pada hubungan antara ad relevance terhadap advertising avoidance, ad salience terhadap advertising avoidance, serta perceived goal impediment terhadap advertising avoidance. Motivasi didefinisikan sebagai dorongan untuk melakukan aktivitas online (Jung et al, 2014). Tingkat motivasional dapat dikategorikan sebagai telic (serious minded) atau paratelic (playfulminded).…”

Section: Mentari Septynaputri Widodo Masmira Kurniawatiunclassified

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Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi

Widodo

Kurniawati

2020

JMTT

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The increase in internet users has made marketers move to online media. The existence of adertisements in online media has the potential to disturb consumers and cause them to avoid advertising. The purpose of this study is to find out the factors that marketers need to pay attention to in marketing their products so that the level of advertising avoidance is low. This study uses a quantitative survey, by distributing 200 questionnaires to Instagram users who have seen paid advertisements. This study uses SEM analysis techniques with the results showing that the level of ad relevance is one of the important things that must be considered by marketers, while the level of ad salience has no effect on advertising avoidance. The results also indicate the effect of ad relevance and ad salience towards advertising avoidance. The results of this study suggest that marketers need to pay attention to the level of relevance of advertisements with their users in making advertisements and also pay attention to the level of disruption of advertising by creating ads that do not interfere with someone's attention in conducting online activities.

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Section: Pendahuluanunclassified

Section: Mentari Septynaputri Widodo Masmira Kurniawatiunclassified

Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi

Widodo

Kurniawati

2020

JMTT

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“…Consumers also obtain feedback in the form of specific information for needs from previously given feedback [27]. Interactivity on online advertising refers to a computer characteristic that is being a media for communication on the market that escalates two-way relationships in real-time, allow to control each other and give respond to received communication previously for consumers and advertiser [28].…”

Section: Resultsmentioning

confidence: 99%

Online Advertising Effectiveness for Advertiser and User

Imsa¹,

Irwansyah²

2020

Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)

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The development of technology in industry 3.0 which was marked by the emergence of internet innovation in the 1980s has changed many practices in the industries, include advertising practice. Data showed that Internet User in Indonesia increased in line with the increase in advertising spending. Therefore, it is interesting to discuss online advertising and its effectiveness for advertisers and consumers. The aims of this paper are to provide a review and understand much deeper regarding concept of online advertising and its effectiveness from consumers and advertiser's point of view. The paradigm that is used in this study is the constructivist paradigm. The approach used on this study is a qualitative approach. This study used the meta-analysis method. This study also used secondary data obtained from several official web institutions. The data showed that there was an escalation on internet users in Indonesia and on digital advertising spending in 2006 to 2007. This shows an opportunity for advertisers to practice online advertising. This paper found several factors that could increase the effectiveness of online advertising so that it can bring up click action from internet users. The combination of the right size, the right message content, and interesting forms of advertising are concluded to increase the effectiveness of online advertising in generating click-through and awareness of internet users. Size of online ads that are not too large, appropriate short messages and does not attack the user's life values, will be more effective in attracting users to click on ad.

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“…During 360-degree interactive ads the consumer has to focus his/her attention more and make higher cognitive processing effort than with traditional ads (Jung et al, 2014), which increases the use of his/her cognitive resources (Ariely, 2000;Tremayne and Dunwoody, 2001;Hupfer and Grey, 2005;Feng, 2018). Lang (2000) argued that people have limited information processing capacity.…”

Section: Interactive Advertising and Visual Attentionmentioning

confidence: 99%

Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach

et al. 2021

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This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The results revealed that gaze view depends on ad content, visual attention paid being lower in 360-degree FMCG ads than in 2D ads. Brand logo recognition is lower in 360-degree ads than in 2D video ads. Overall, 360-degree ads for durable products increase positive emotions, which carries the risk of non-exposure to some of the ad content. In testing four ads for durable goods and fast-moving consumer goods (FMCG) this research explains the mechanism through which 360-degree video ads outperform standard versions.

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Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective

Cited by 19 publications

References 30 publications

Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi

Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi

Online Advertising Effectiveness for Advertiser and User

Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach

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