Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism
作者：
Highlights：
• Analyses the effect of media interactivity on consumers’ ad attention and memory in social media advertising
• Examines the conditions by which the adverse effect of interactivity can be managed.
• Examines the mechanism through which the media interactivity and its conditions develop into consumer-driven outcomes.
• Theoretical insights are given to the enhancement of the domain of social media advertising.
• Practical directions are provided aiming at successful design and execution of messages in social media platforms.
摘要
•Analyses the effect of media interactivity on consumers’ ad attention and memory in social media advertising•Examines the conditions by which the adverse effect of interactivity can be managed.•Examines the mechanism through which the media interactivity and its conditions develop into consumer-driven outcomes.•Theoretical insights are given to the enhancement of the domain of social media advertising.•Practical directions are provided aiming at successful design and execution of messages in social media platforms.
论文关键词：Social media,Interactivity,Vividness,Anthropomorphism,Attention,Recall,Recognition
论文评审过程：Received 5 February 2020, Revised 20 May 2020, Accepted 20 May 2020, Available online 16 June 2020, Version of Record 16 June 2020.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102155
