کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017035 940286 2014 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective
چکیده انگلیسی

Drawing on reversal theory (Apter, 2007), the current research proposes that internet users' metamotivational state (telic vs. paratelic) determines advertising interactivity's effectiveness. An online field experiment involving 141 Facebook and Twitter users tests this proposition. Research findings support telic state consumers form more positive attitudes toward a low-level interactive ad, whereas paratelic state consumers form more positive attitudes toward a high-level interactive ad. Further, this research shows that an arousal seeking tendency mediates the metamotivational state's impact on ad attitude.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 67, Issue 6, June 2014, Pages 1303–1309
نویسندگان
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