The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science.
We conducted a scoping systematic review with respect to how consumer engagement with interactive advertising is evaluated and if interactive features influence consumer recall, awareness, or comprehension of product claims and risk disclosures for informing regulatory science. MEDLINE, PsycINFO, Bu...
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| Format: | Article |
| Language: | English |
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Public Library of Science (PLoS)
2022-01-01
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| Series: | PLoS ONE |
| Online Access: | https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0263339&type=printable |
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| author | Kristen Giombi Catherine Viator Juliana Hoover Janice Tzeng Helen W Sullivan Amie C O'Donoghue Brian G Southwell Leila C Kahwati |
| author_facet | Kristen Giombi Catherine Viator Juliana Hoover Janice Tzeng Helen W Sullivan Amie C O'Donoghue Brian G Southwell Leila C Kahwati |
| author_sort | Kristen Giombi |
| collection | DOAJ |
| description | We conducted a scoping systematic review with respect to how consumer engagement with interactive advertising is evaluated and if interactive features influence consumer recall, awareness, or comprehension of product claims and risk disclosures for informing regulatory science. MEDLINE, PsycINFO, Business Source Corporate, and SCOPUS were searched for original research published from 1997 through February 2021. Two reviewers independently screened titles/abstracts and full-text articles for inclusion. Outcomes were abstracted into a structured abstraction form. We included 32 studies overall. The types of interactive ads evaluated included website banner and pop up ads, search engine ads, interactive TV ads, advergames, product websites, digital magazine ads, and ads on social network sites. Twenty-three studies reported objective measures of engagement using observational analyses or laboratory-based experiments. In nine studies evaluating the association between different interactivity features and outcomes, the evidence was mixed on whether more interactivity improves or worsens recall and comprehension. Studies vary with respect to populations, designs, ads evaluated, and outcomes assessed. |
| format | Article |
| id | doaj-art-e130f0b90cd245958d2bea90e1fa7a4d |
| institution | Kabale University |
| issn | 1932-6203 |
| language | English |
| publishDate | 2022-01-01 |
| publisher | Public Library of Science (PLoS) |
| record_format | Article |
| series | PLoS ONE |
| spelling | doaj-art-e130f0b90cd245958d2bea90e1fa7a4d2025-02-05T05:32:54ZengPublic Library of Science (PLoS)PLoS ONE1932-62032022-01-01172e026333910.1371/journal.pone.0263339The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science.Kristen GiombiCatherine ViatorJuliana HooverJanice TzengHelen W SullivanAmie C O'DonoghueBrian G SouthwellLeila C KahwatiWe conducted a scoping systematic review with respect to how consumer engagement with interactive advertising is evaluated and if interactive features influence consumer recall, awareness, or comprehension of product claims and risk disclosures for informing regulatory science. MEDLINE, PsycINFO, Business Source Corporate, and SCOPUS were searched for original research published from 1997 through February 2021. Two reviewers independently screened titles/abstracts and full-text articles for inclusion. Outcomes were abstracted into a structured abstraction form. We included 32 studies overall. The types of interactive ads evaluated included website banner and pop up ads, search engine ads, interactive TV ads, advergames, product websites, digital magazine ads, and ads on social network sites. Twenty-three studies reported objective measures of engagement using observational analyses or laboratory-based experiments. In nine studies evaluating the association between different interactivity features and outcomes, the evidence was mixed on whether more interactivity improves or worsens recall and comprehension. Studies vary with respect to populations, designs, ads evaluated, and outcomes assessed.https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0263339&type=printable |
| spellingShingle | Kristen Giombi Catherine Viator Juliana Hoover Janice Tzeng Helen W Sullivan Amie C O'Donoghue Brian G Southwell Leila C Kahwati The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science. PLoS ONE |
| title | The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science. |
| title_full | The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science. |
| title_fullStr | The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science. |
| title_full_unstemmed | The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science. |
| title_short | The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science. |
| title_sort | impact of interactive advertising on consumer engagement recall and understanding a scoping systematic review for informing regulatory science |
| url | https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0263339&type=printable |
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