Effect of Message Interactivity on Product Attitudes and Purchase Intentions
- 2 January 2016
- journal article
- research article
- Published by Taylor & Francis Ltd in Journal of Promotion Management
- Vol. 22 (1), 89-106
- https://doi.org/10.1080/10496491.2015.1107011
Abstract
Social media increasingly allows consumers to interact with businesses, although the effects of this novel technology in the context of public relations are under-examined. Consistent with the ideas proposed by the Elaboration Likelihood Model, the present study conducted a 2 × 3 online experiment with a sample of 131 participants to examine the effect of message interactivity and source authority on consumers' ad attitudes, brand attitudes, and purchase intentions. Message interactivity had a positive effect on ad effectiveness via the indirect pathway of perceived informativeness. These findings relate to the ELM in that they suggest that users processed information more centrally than peripherally, or that interactivity had a larger effect on consumer attitudes than authority. Theoretical and practical implications of study results are discussed.Keywords
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