Effect of Message Interactivity on Product Attitudes and Purchase Intentions

  title={Effect of Message Interactivity on Product Attitudes and Purchase Intentions},
  author={Holly Ott and Michail Vafeiadis and Sushma Kumble and T. Franklin Waddell},
  journal={Journal of Promotion Management},
  pages={106 - 89}
ABSTRACT Social media increasingly allows consumers to interact with businesses, although the effects of this novel technology in the context of public relations are under-examined. Consistent with the ideas proposed by the Elaboration Likelihood Model, the present study conducted a 2 × 3 online experiment with a sample of 131 participants to examine the effect of message interactivity and source authority on consumers' ad attitudes, brand attitudes, and purchase intentions. Message… 
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