Proceedings of the 19th International Academic Conference, Florence

INTERACTIVE ADVERTISING MODELS: A META-ANALYSIS

HASRET AKTAŞ, BURÇE BOYRAZ, MERVE GENÇYÜREK ERDOĞAN

Abstract:

Today, virtual world and its online experiences come into prominence. In terms of advertising in new media, understanding what users do and how they behave online is crucial for not only computer scientists, but also advertisers and marketing professionals. Traditional communication and advertising models fall short to explain online behaviors of consumers because none of them considers interactive nature of Web 2.0. Advertising and computer science theorists develop interactive models to gain insight into online behaviors of consumers. By this way, computer scientists design their clients’ web sites and other online channels user-friendly and marketing professionals perform their online campaigns in a manner which users cannot refuse or ignore. Also, they may even make a part their audience in advertising campaigns. Although, interactive advertising is a commonly used concept, there are limited number of studies specially focus on this issue in related literature. In this study, a meta-analysis is made on existing interactive advertising models. By this way, studies about interactive advertising is analyzed interrelatedly and chronologically.

Keywords: interactive advertising models, meta-analysis, interactivity

DOI: 10.20472/IAC.2015.019.004

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