This study develops the concept of brand interactivity based on the characteristics and definitions of interactivity and applies it to advergames. Brand interactivity is significant in advertising research and practice because this concept extends the perspective of interactivity from media to brands. The results of an experiment indicate that consumers have more positive attitudes toward a brand and stronger purchase intentions when playing advergames with brand interactivity rather than without brand interactivity. As this study shows, the role of brand interactivity in advergames provides insights for advertising scholars and practitioners seeking ways to improve consumers’ experience with brands through interactive media.
['Joonghwa Lee', 'Hyojung Park', 'Kevin Wise']
Brand interactivity and its effects on the outcomes of advergame play