The Positive Effects of Interactive Advertising on Brand Attitudes

Morten Vejsholt Normann

Student thesis: Master thesis

Abstract

The purpose of this research paper is to examine the relationship between interactive advertising and attitude formation. It is hypothesized that when an individual interacts with the brand, the attitudes that are formed in the process will be more positive compared to when there is no interaction, as in passive advertising. i.ii. Approach This paper takes a quantitative research approach. The hypotheses are tested through an experimental design. First, a pre-test of a possible manipulation is conducted with 50 participants. Then a thorough experiment is conducted on the basis of this. The experiment is designed as a two-group after-only experiment with 79 participants. The experimental group received the experimental treatment where they had to choose between four phones and four attributes. The control group received a passive ad that did not encourage them to interact with the ad. i.iii. Findings The results from the experiment successfully supported two of the four posited hypotheses. The findings show that interaction with a brand through the ad had a significant positive affect on the formation of attitudes toward the brand compared to an ad without interaction. Furthermore, the interaction with a brand also had a significant positive effect on the formation of attitudes toward the ad. The results also show that involvement with the product category does not have any interaction effects with the interactive advertisement. i.iv. Originality This study successfully builds a framework that can be used to research the relationship between interactive advertising and attitude formation. The framework is constructed   2 through gaps found in the current research on different areas that all relate in some way to the concept of interactive advertising. This paper can therefore be used by other researchers who wish to continue diving deeper into the concept of interactive advertising. The results in this research are therefore valuable as a starting point for further research. Positive results are demonstrated in this paper on what is a yet under-researched area of marketing. This research also has value for advertisers deploying interactive advertising.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2015
Number of pages99