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The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model

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  • May M. Fahmy
  • Ahmed I. Ghoneim

Abstract

Interactivity is identified as a key component in the new media; however, the complex relationship between interactivity and advertising effectiveness measures has yielded inconclusive results. The purpose of this study is to perform a systematic investigation of the underlying mechanisms between the actual interactivity and the advertising effectiveness measures.This paper proposes a model that empirically examines the role of the perceived interactivity in mediating the impact of actual interactivity on advertising effects; moreover, it studies the moderating role of individual differences on perceived interactivity. The empirical evidence indicates that perceived interactivity mediates the relationship between actual interactivity and purchase intention, the attitude towards the brand, and the attitude towards the website; additionally, it reveals that age plays a significant moderating role between actual and perceived interactivity. Thus, the mediated moderation model is supported. Furthermore, this paper tackles the implications of the interactivity theory building in the practice of marketing communications and interactive advertising.

Suggested Citation

  • May M. Fahmy & Ahmed I. Ghoneim, 2016. "The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(5), pages 41-55, October.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:5:p:41-55
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    References listed on IDEAS

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    1. Fortin, David R. & Dholakia, Ruby Roy, 2005. "Interactivity and vividness effects on social presence and involvement with a web-based advertisement," Journal of Business Research, Elsevier, vol. 58(3), pages 387-396, March.
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    Cited by:

    1. Anna Krizanova & George Lăzăroiu & Lubica Gajanova & Jana Kliestikova & Margareta Nadanyiova & Dominika Moravcikova, 2019. "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment," Sustainability, MDPI, vol. 11(24), pages 1-19, December.

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    More about this item

    Keywords

    advertising effectiveness; corporate websites; in teractivity; mediation model; moderators; marketing communications;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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