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The interaction effect between online product presentation dynamism and background contextualization on engagement and analytical fluency

The interaction effect between online product presentation dynamism and background contextualization on engagement and analytical fluency

Zhang, Yakun ORCID: 0000-0002-5336-7717 and Xiao, Sarah (2019) The interaction effect between online product presentation dynamism and background contextualization on engagement and analytical fluency. In: EMAC 2019 Proceedings. Universitat Hamburg. ISBN 978-3982114606

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Abstract

In an online environment, consumers have limited access with product information due to the inability to gather sensory information. This research examined the interaction between image-induced dynamic imagery and background contextualization. The findings suggested that in the context of washing detergent ads, perceived ad movement can enhance consumers’ ad engagement. Additionally, when the focal product is presented in a frozen motion format, a decontextualized background increases ad engagement and analytical fluency. On the other hand, when the focal product is presented in a stationary format, a contextualized background increasesad engagement.

Item Type: Conference Proceedings
Title of Proceedings: EMAC 2019 Proceedings
Additional Information: Presented at the 48th European Marketing Academy (EMAC) Annual Conference. Hamburg, Germany. 27 - 28 May 2019.
Uncontrolled Keywords: dynamic imagery, background contextualization, engagement, analytical fluency
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 26 Jun 2020 22:39
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/23475

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