How Consumers Think About 'Interactive' Aspects of Web Advertising

초록

Interactivity is a key feature of Web advertising that makes this new format of advertising attractive. In spite of increasing research work dealing with this topic, the body of literature rarely shows how consumers think about interactivity and interact with Web advertising. It is important to explore this phenomenon from the consumer’s perspective because consumers are more active on the Web than they are with other traditional media. This chapter presents an overview of previous research about Web advertising and then reports on an empirical study that sought consumer-based understanding of Web advertising. The study explores various meanings of the interactivity of Web advertising drawn from consumers’ everyday lives.