The Antecedents of Attitude toward IPTV Advertising: The Role of Interactivity and Avertising Value
- Title
- The Antecedents of Attitude toward IPTV Advertising: The Role of Interactivity and Avertising Value
- Author
- 심성욱
- Keywords
- New Media; Interactive Advertising; IPTV Advertising
- Issue Date
- 2013-03
- Publisher
- 한국광고학회
- Citation
- The Journal of Advertising and Promotion Research, v. 2, NO. 1, Page. 123-161
- Abstract
- A new format of television broadcasting, Internet Protocol Television(IPTV), suggests new opportunities for advertisers through interactiveadvertising. This article investigated the effectiveness of IPTV advertisingin terms of interactivity and advertising value. In a simulation of IPTV operations,this study developed and tested a structural equation model to examinethe mechanisms of effective IPTV advertising. Results indicated thatinteractivity had a positive effect on advertising value and, in turn, advertisingvalue positively affected attitudes toward advertising. In addition, advertisingvalue was found to have a direct effect on attitudes toward brand.
- URI
- http://japr.or.kr/journal/article.php?code=25766https://repository.hanyang.ac.kr/handle/20.500.11754/186317
- ISSN
- 2287-1063
- DOI
- 10.14377/JAPR.2013.3.30.123
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Articles
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