The effect of ad integration and interactivity on young teenagers’ memory, brand attitude and personal data sharing

作者：

Highlights：

• Brand interactivity enhances young teenagers' brand information recognition.

• Brand interactivity enhances young teenagers' brand attitude.

• Not integrating brands in ads enhances brand information recognition & brand attitude.

• Interactivity enhances awareness of selling intent & brand inclusion's appropriateness.

• Brand attitude has a positive effect on personal data sharing.

摘要

•Brand interactivity enhances young teenagers' brand information recognition.•Brand interactivity enhances young teenagers' brand attitude.•Not integrating brands in ads enhances brand information recognition & brand attitude.•Interactivity enhances awareness of selling intent & brand inclusion's appropriateness.•Brand attitude has a positive effect on personal data sharing.

论文关键词：Integrated advertising,Interactive advertising,Personal data sharing,Memory,Brand attitude

论文评审过程：Received 24 May 2018, Revised 22 February 2019, Accepted 24 May 2019, Available online 28 May 2019, Version of Record 3 June 2019.

论文官网地址：https://doi.org/10.1016/j.chb.2019.05.031