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Chapter IV: How ConsumersThink About ‘Interactive’ Aspects of Web Advertising
Jang-Sun Hwang
Chung-Ang University, Korea
Sally J. McMillan
University of Tennessee, USA
Abstract
Interactivity is a key feature of Web advertising that makes this new
format of advertising attractive. In spite of increasing research work dealing with this topic, the
body of literature rarely shows how consumers think about interactivity and interact with Web
advertising. It is important to explore this phenomenon from the consumer’s perspective because
consumers are more active on the Web than they are with other traditional media. This chapter
presents an overview of previous research about Web advertising and then reports on an empirical
study that sought consumer-based understanding of Web advertising. The study explores various
meanings of the interactivity of Web advertising drawn from consumers’ everyday
lives.
