scholarly journals Consumer processing of interactive online advertisements

2021 ◽  
Author(s):  
◽  
Lachlan McLaren
Keyword(s):  
Information Processing ◽  
Conceptual Model ◽  
Structural Equation ◽  
Research Question ◽  
Self Report ◽  
Future Research ◽  
The Internet ◽  
Information Processing Theory ◽  
Processing Theory ◽  
Online Advertisements

<p>The internet is a computer mediated environment that facilitates the interaction between firms and consumers. This inherent interactivity gives marketers the opportunity to provide consumers with more engaging advertisements. Instead of a largely passive audience characteristic of broadcast and print media, advertising on the internet involves interaction between marketer and consumer, resulting in a consumer that is more active in the communication and persuasion process. In an interactive medium, the consumer can also interact with marketing messages in real time. This was not possible with print and broadcast advertising, therefore, understanding how this interaction influences advertising persuasiveness is important. The key research question for this study is what effect does interactivity within an online advertisement have on consumers’ attention to, processing of and attitude towards the ad? This research applies established information processing theory in an online context to develop a conceptual model of the effects of interactivity on consumer processing of advertisements. Using an online experiment to collect data this study manipulates interactivity within an online banner advertisement and tests the conceptual model using structural equation modelling. The results indicate that consumers pay more attention to online advertisements that are interactive and that the increased attention leads to an increase in processing of the advertisement and a more favourable attitude towards the ad. In addition those who interacted with the advertisement had more favourable thoughts about the advertisement. Previous effects of interactivity on processing and attitude towards the advertisements were not observed. A possible explanation is the assumption of attention to the advertisement made in previous studies. Instead this study suggests that interactivity cannot influence consumer processing of advertisements without the consumer first paying attention to the advertisement. The findings of this study contribute to the domains of interactivity and information processing theory through clarifying questions about the ability of interactive advertising to engage consumers and demonstrating the effectiveness of information processing theory to explain how consumers process interactive messages. Future research directions are outlined that include investigating what interactive features in advertisements are most engaging for consumers and combining self-report measures with more objective methods to provide a more comprehensive understanding of how consumers process interactive messages.</p>

scholarly journals Consumer processing of interactive online advertisements

2021 ◽  
Author(s):  
◽  
Lachlan McLaren
Keyword(s):  
Information Processing ◽  
Conceptual Model ◽  
Structural Equation ◽  
Research Question ◽  
Self Report ◽  
Future Research ◽  
The Internet ◽  
Information Processing Theory ◽  
Processing Theory ◽  
Online Advertisements

<p>The internet is a computer mediated environment that facilitates the interaction between firms and consumers. This inherent interactivity gives marketers the opportunity to provide consumers with more engaging advertisements. Instead of a largely passive audience characteristic of broadcast and print media, advertising on the internet involves interaction between marketer and consumer, resulting in a consumer that is more active in the communication and persuasion process. In an interactive medium, the consumer can also interact with marketing messages in real time. This was not possible with print and broadcast advertising, therefore, understanding how this interaction influences advertising persuasiveness is important. The key research question for this study is what effect does interactivity within an online advertisement have on consumers’ attention to, processing of and attitude towards the ad? This research applies established information processing theory in an online context to develop a conceptual model of the effects of interactivity on consumer processing of advertisements. Using an online experiment to collect data this study manipulates interactivity within an online banner advertisement and tests the conceptual model using structural equation modelling. The results indicate that consumers pay more attention to online advertisements that are interactive and that the increased attention leads to an increase in processing of the advertisement and a more favourable attitude towards the ad. In addition those who interacted with the advertisement had more favourable thoughts about the advertisement. Previous effects of interactivity on processing and attitude towards the advertisements were not observed. A possible explanation is the assumption of attention to the advertisement made in previous studies. Instead this study suggests that interactivity cannot influence consumer processing of advertisements without the consumer first paying attention to the advertisement. The findings of this study contribute to the domains of interactivity and information processing theory through clarifying questions about the ability of interactive advertising to engage consumers and demonstrating the effectiveness of information processing theory to explain how consumers process interactive messages. Future research directions are outlined that include investigating what interactive features in advertisements are most engaging for consumers and combining self-report measures with more objective methods to provide a more comprehensive understanding of how consumers process interactive messages.</p>

Artificial intelligence adoption in business-to-business marketing: toward a conceptual framework

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lujie Chen ◽  
Mengqi Jiang ◽  
Fu Jia ◽  
Guoquan Liu
Keyword(s):  
Artificial Intelligence ◽  
Information Processing ◽  
Conceptual Framework ◽  
Conceptual Model ◽  
External Pressure ◽  
Information Processing Theory ◽  
Content Type ◽  
B2b Marketing ◽  
Processing Theory ◽  
Business To Business

Purpose The purpose of this study is to develop a synthesized conceptual framework for artificial intelligence (AI) adoption in the field of business-to-business (B2B) marketing. Design/methodology/approach A conceptual development approach has been adopted, based on a content analysis of 59 papers in peer-reviewed academic journals, to identify drivers, barriers, practices and consequences of AI adoption in B2B marketing. Based on these analyses and findings, a conceptual model is developed. Findings This paper identifies the following two key drivers of AI adoption: the shortcomings of current marketing activities and the external pressure imposed by informatization. Seven outcomes are identified, namely, efficiency improvements, accuracy improvements, better decision-making, customer relationship improvements, sales increases, cost reductions and risk reductions. Based on information processing theory and organizational learning theory (OLT), an integrated conceptual framework is developed to explain the relationship between each construct of AI adoption in B2B marketing. Originality/value This study is the first conceptual paper that synthesizes drivers, barriers and outcomes of AI adoption in B2B marketing. The conceptual model derived from the combination of information processing theory and OLT provides a comprehensive framework for future work and opens avenues of research on this topic. This paper contributes to both AI literature and B2B literature.

scholarly journals Perceived Intimacy Differences of Daily Online and Offline Interactions in People’s Social Network

Societies ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. 13
Author(s):  
Emmelyn A. J. Croes ◽  
Marjolijn L. Antheunis
Keyword(s):  
Information Processing ◽  
Social Network ◽  
Social Information Processing ◽  
Media Use ◽  
Tie Strength ◽  
Information Processing Theory ◽  
Strong Ties ◽  
Social Information Processing Theory ◽  
Face To Face ◽  
Processing Theory

This study examined which media people use on a day-to-day basis to communicate and whether tie strength influenced this media use. Furthermore, we analyzed whether online and offline interactions differ in perceived intimacy and whether tie strength impacts perceived interaction intimacy: 347 real interactions of 9 participants (3 male, 6 female) were analyzed; 172 online (WhatsApp, Facebook Messenger, email, SMS interactions) and 175 offline (recorded phone and face-to-face conversations). The results revealed that the participants communicated most frequently face-to-face or via WhatsApp, especially with strong ties. Furthermore, participants rated their interactions with strong ties as more intimate compared to weak-tie interactions. Our findings have implications for Social Information Processing theory, as our findings show that people are equally able to communicate intimate messages online and offline.

scholarly journals Inhibition of return: An information processing theory of its natures and significance

Cortex ◽  
2021 ◽  
Vol 135 ◽  
pp. 30-48
Author(s):  
Ralph S. Redden ◽  
W. Joseph MacInnes ◽  
Raymond M. Klein
Keyword(s):  
Information Processing ◽  
Inhibition Of Return ◽  
Information Processing Theory ◽  
Processing Theory

scholarly journals Getting to Hope: Perspectives from Patients and Caregivers Living with Chronic Childhood Illness

Children ◽  
2021 ◽  
Vol 8 (6) ◽  
pp. 525
Author(s):  
Emily von Scheven ◽  
Bhupinder K. Nahal ◽  
Rosa Kelekian ◽  
Christina Frenzel ◽  
Victoria Vanderpoel ◽  
...  
Keyword(s):  
Conceptual Model ◽  
Research Question ◽  
Young Patients ◽  
Future Research ◽  
Childhood Onset ◽  
Virtual Focus Groups ◽  
Definition Of ◽  
Selection Of ◽  
Chronic Childhood ◽  
Research Studies

Promoting hope was identified in our prior work as the top priority research question among patients and caregivers with diverse childhood-onset chronic conditions. Here, we aimed to construct a conceptual model to guide future research studies of interventions to improve hope. We conducted eight monthly virtual focus groups and one virtual workshop with patients, caregivers, and researchers to explore key constructs to inform the model. Discussions were facilitated by Patient Co-Investigators. Participants developed a definition of hope and identified promotors and inhibitors that influence the experience of hope. We utilized qualitative methods to analyze findings and organize the promotors and inhibitors of hope within three strata of the socio-ecologic framework: structural, interpersonal, and intrapersonal. Participants identified three types of interventions to promote hope: resources, navigation, and activities to promote social connection. The hope conceptual model can be used to inform the selection of interventions to assess in future research studies aimed at improving hope and the specification of outcome measures to include in hope research studies. Inclusion of the health care system in the model provides direction for identifying strategies for improving the system and places responsibility on the system to do better to promote hope among young patients with chronic illness and their caregivers.

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