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The Antecedents of Attitude toward IPTV Advertising: The Role of Interactivity and Avertising Value
- Authors
- Shim, Sung Wook; Lee, Chunsik; Kim, Dae Hee
- Issue Date
- Mar-2013
- Publisher
- 한국광고학회
- Keywords
- New Media; Interactive Advertising; IPTV Advertising
- Citation
- The Journal of Advertising and Promotion Research, v.2, no.1, pp 123 - 161
- Pages
- 39
- Indexed
- FOREIGN
- Journal Title
- The Journal of Advertising and Promotion Research
- Volume
- 2
- Number
- 1
- Start Page
- 123
- End Page
- 161
- ISSN
- 2287-1063
- 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.
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Related Researcher
- Shim, Sung Wook
- ERICA 커뮤니케이션&컬처대학 (ERICA 광고홍보학과)