A Review of Interactivity Component of Online Advertising Models

Dr. Harsh Mishra

doi:10.65301/ijcd.2019.10.1.2.3

Articles Vol. 10 Issue 1 & 2 Jul - Dec 2019

DOI 10.65301/ijcd.2019.10.1.2.3

A Review of Interactivity Component of Online Advertising Models

Authors

DR

Dr. Harsh Mishra

Assistant Professor, Department of Journalism & Creative Writing, School of Journalism, Mass Communication & New Media, Central University of Himachal Pradesh, Dharamshala, Kangra (H.P.)

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Published 2019-12-30

Pages 21-27

Abstract

Online advertising is a comparatively nascent phenomenon which came into existence on 24th October, 1994 with publication of a paid display AT&T web banner ad on Hot Wired, a web based magazine (Cho & Cheon, 2004; Double Click, 2005, as cited in Ha, 2008; Janoschka, 2004; Kaye and Medoff, 2001, as cited in Evans, 2009; Hyland, 2000; Interactive Advertising Bureau, 2012). Research in the field of online advertising began in 1996 with the publication of Berthon, Pitt and Watson’s research paper evaluating the World Wide Web as an advertising medium in the Journal of Advertising Research. Online advertising has witnessed rapid growth during the past decade. ‘Interactivity’ is one of the primary differentiating factors in case of online advertising. The power accorded to the users by this interactivity component is quite significant as it has given them control over their advertising consumption. Interactivity has received special attention in the online advertising models developed by researchers in order to provide insights into the functioning of online advertising. The aim of this paper is to review different models of online advertising and understand the manner in which each of them has dealt with interactivity. This paper is based upon my unpublished doctoral thesis and draws extensively upon the review of literature review carried out for it. This review is expected to provide the groundwork for further research in the field of developing advanced online advertising models.

References

1. Bezjian-Avery, A., Calder, B., & Iacobucci, D. (1998). New Media Interactive Advertising vs. Traditional Advertising. Journal of Advertising Reserach, 38(4), 23-32.
2. Cheon, H. J., & Cho, C. H. (2004). Why Do People Avoid Advertising on the Internet? Journal of Advertising, 33(4), 88-97.
3. Cho, C.H. (1999). How Advertising Works on the WWW: Modified Elaboration Likelihood Model. Journal of Current Issues and Research in Advertising, 21(1), 33-50.
4. Evans, D. S. (2009). The Online Advertising Industry: Economics, Evolution and Privacy. The Journal of Economic Perspectives, 23(3), 37-60.
5. Ha, L. (2008). Online Advertising Research in Advertising Journals: A Review. Journal of Current Issues and Research in Advertising, 31-48.
6. Hyland, T. (2000). Why Internet Advertising? In S. E. B.V. (Ed.), Webvertising: The Ultimate Internet Advertising Guide (pp. 13-17). Braunschweig/Wiesbaden: Vieweg, A Company in the Specialist Publishing Group BertelsmannSpringer.
7. Janoschka, A. (2004). Web Advertising: New Forms of Communication on the Internet. Amsterdam/Philadelphia: John Benjamins Publishing Company.
8. Jensen, J.F. (1998) ‘Interactivity: Tracing a New Concept in Media and Communication Studies’, Nordicom Review 19(1): 185-204.
9. Liu, Y., & Shrum, L. J. (2009). A Dual-Process Model of Interactivity Effects. Journal of Advertising, 38(2), 53-68.
10. Pierre, B., Pitt, L. F., & Watson, R. T. (1996). The World Wide Web as an Advertising Medium. Journal of Advertising Research, 36(01), 43-54.
11. Rodgers, S. (2002). The Interactive Advertising Model Tested: The Role of Internet Motives in Ad Processing. Journal of Interactive Advertising, 2(2), 22-33.
12. Rodgers, S., & Thorson, E. (2000). The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising, 1(1), 42-61.
13. Stern, B. B., Zinkhan, M. G., & Holbrook, B. M. (2002). The Netvertising Image: Netvertising Image Communication Model (NICM) and Construct Definition. Journal of Advertising, 31(3), 15-27.
14. Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73-93.
15. Sundar, S. Shyam(2008).“The MAIN Model: A Heuristic Approach to Understanding Technology Effects on Credibility." Digital Media, Youth, and Credibility.Edited by Miriam J. Metzger and Andrew J. Flanagin.The John D. and Catherine T. MacArthur Foundation Series on Digital Media and Learning. Cambridge, MA: The MIT Press, 2008. 73–100.doi: 10.1162/dmal.9780262562324.073
16. Sundar, S. S., Xu, Q., & Dou, X. (2012). Role of Technology in Online Persuasion: A MAIN Model Perspective. In S. Rodgers, & E. Thorson (Eds.), Advertising Theory (pp. 355-372). New York: Routledge.
17. Wells, W., Burnett, J., & Moriarty, S. (2002). Advertising: Principles and Practice (5th ed.). New Delhi: Prentice-Hall of India Private Limited.

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Dr. Harsh Mishra . (2019). A Review of Interactivity Component of Online Advertising Models. International Journal of Communication Development , 10(2), 21-27.

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International Journal of Communication Development

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[1] 1. Bezjian-Avery, A., Calder, B., & Iacobucci, D. (1998). New Media Interactive Advertising vs. Traditional Advertising. Journal of Advertising Reserach, 38(4), 23-32.

[2] 2. Cheon, H. J., & Cho, C. H. (2004). Why Do People Avoid Advertising on the Internet? Journal of Advertising, 33(4), 88-97.

[3] 3. Cho, C.H. (1999). How Advertising Works on the WWW: Modified Elaboration Likelihood Model. Journal of Current Issues and Research in Advertising, 21(1), 33-50.

[4] 4. Evans, D. S. (2009). The Online Advertising Industry: Economics, Evolution and Privacy. The Journal of Economic Perspectives, 23(3), 37-60.

[5] 5. Ha, L. (2008). Online Advertising Research in Advertising Journals: A Review. Journal of Current Issues and Research in Advertising, 31-48.

[6] 6. Hyland, T. (2000). Why Internet Advertising? In S. E. B.V. (Ed.), Webvertising: The Ultimate Internet Advertising Guide (pp. 13-17). Braunschweig/Wiesbaden: Vieweg, A Company in the Specialist Publishing Group BertelsmannSpringer.

[7] 7. Janoschka, A. (2004). Web Advertising: New Forms of Communication on the Internet. Amsterdam/Philadelphia: John Benjamins Publishing Company.

[8] 8. Jensen, J.F. (1998) ‘Interactivity: Tracing a New Concept in Media and Communication Studies’, Nordicom Review 19(1): 185-204.

[9] 9. Liu, Y., & Shrum, L. J. (2009). A Dual-Process Model of Interactivity Effects. Journal of Advertising, 38(2), 53-68.

[10] 10. Pierre, B., Pitt, L. F., & Watson, R. T. (1996). The World Wide Web as an Advertising Medium. Journal of Advertising Research, 36(01), 43-54.

[11] 11. Rodgers, S. (2002). The Interactive Advertising Model Tested: The Role of Internet Motives in Ad Processing. Journal of Interactive Advertising, 2(2), 22-33.

[12] 12. Rodgers, S., & Thorson, E. (2000). The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising, 1(1), 42-61.

[13] 13. Stern, B. B., Zinkhan, M. G., & Holbrook, B. M. (2002). The Netvertising Image: Netvertising Image Communication Model (NICM) and Construct Definition. Journal of Advertising, 31(3), 15-27.

[14] 14. Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73-93.

[15] 15. Sundar, S. Shyam(2008).“The MAIN Model: A Heuristic Approach to Understanding Technology Effects on Credibility." Digital Media, Youth, and Credibility.Edited by Miriam J. Metzger and Andrew J. Flanagin.The John D. and Catherine T. MacArthur Foundation Series on Digital Media and Learning. Cambridge, MA: The MIT Press, 2008. 73–100.doi: 10.1162/dmal.9780262562324.073

[16] 16. Sundar, S. S., Xu, Q., & Dou, X. (2012). Role of Technology in Online Persuasion: A MAIN Model Perspective. In S. Rodgers, & E. Thorson (Eds.), Advertising Theory (pp. 355-372). New York: Routledge.

[17] 17. Wells, W., Burnett, J., & Moriarty, S. (2002). Advertising: Principles and Practice (5th ed.). New Delhi: Prentice-Hall of India Private Limited.