Context effects of TV programme-induced interactivity and telepresence on advertising responses

Abstract

This 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.

Additional information

Notes on contributors

Verolien Cauberghe

Verolien Cauberghe (PhD, University of Antwerp) works as assistant professor of communication management at the Ghent University, Faculty of Political and Social Sciences. Her research interests include advertising effectiveness, advertising in new media, social marketing, crisis communication and risk communication. She has published in international peer-reviewed journals such as Accident Analysis & Prevention, Journal of Advertising, Journal of Interactive Marketing, Journal of Business Research, Cyberpsychology & Behavior, Journal of Advertising Research, International Journal of Advertising Research and Public Relations Review. She serves as an ad hoc reviewer for a number of journals including International Journal of Advertising, Journal of Computer-Mediated Communication and Journal of Marketing Communication.

Maggie Geuens

Maggie Geuens is Professor of Marketing at the Faculty of Economics and Business Administration at Ghent University and the Vlerick Leuven Gent Management School. She received her PhD from the University of Antwerp. Her research has appeared in Journal of Consumer Research, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Affairs, Journal of Advertising, International Journal of Advertising, Psychology & Marketing, Marketing Letters, Journal of Health Communication, Communication Research, Psychological Methods and Journal of Business Research, among numerous other professional journals. She is co-author of Marketing Communications (4th edition, with Patrick De Pelsmacker and Joeri Van den Bergh) and the Dutch edition of Marketing Management (4th edition, with Philip Kotler, Kevin Keller, Henry Robben and Onno Ponfoort).

Patrick De Pelsmacker

Patrick De Pelsmacker (PhD, Ghent University) is Professor of marketing at the University of Antwerp, Faculty of Applied Economics, Marketing Department and at Ghent University, Faculty of Economics and Business Administration, Marketing Department. His research interests include advertising effectiveness, advertising in new media, consumer behaviour, branding and ethical marketing. His publications have appeared in, amongst others: International Journal of Research in Marketing, Journal of Advertising, International Journal of Advertising, Journal of Interactive Marketing, Psychology & Marketing, Marketing Letters, Journal of Business Research, Journal of Business Ethics, Journal of Consumer Affairs, Cyberpsychology & Behavior, Accident Analysis & Prevention. He is currently an associate editor of Journal of Advertising and Journal of Marketing Communications, and he is also on the editorial board of International Journal of Advertising and Journal of Public Policy and Marketing.