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Investigating the Effectiveness of Interactive Webpages Based on Elm

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ISBN-10: 3844320881

ISBN-13: 9783844320886

Edition: N/A

Authors: Polyxeni Palla

List price: $113.00
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Previous studies regarding the effects of interactivity on the web advertising are mixed. Many authors have proposed the positive effects of the interactivity whereas others underline its negative aspect in the online environment. The present study examines the product involvement and the motivation as moderators of the effectiveness of an interactive website under the light of the Elaboration Likelihood Model (ELM) theory. An experimental design was employed and the data, analyzed with SPSS (MANOVA and Regression Analysis), released a number of interesting findings. Overall, the most intriguing finding is that the direction of the interactivity effects can drastically change with certain…    
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Book details

List price: $113.00
Publisher: Lap Lambert Academic Publishing GmbH & Company KG
Binding: Paperback
Pages: 308
Size: 6.00" wide x 9.00" long x 0.69" tall
Weight: 0.990
Language: English