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Interactive Advertising Models: A Meta-Analysis

Author

Listed:
  • Hasret Akta?

    (Associate Professor, Selcuk University, Faculty of Communication)

  • Burçe Boyraz

    (Research Assistant, Selcuk University, Faculty of Communication,)

  • Merve Gençyürek Erdo?an

    (Lecturer, Gazi University, Vocational School of Social Sciences,)

Abstract

Today, virtual world and its online experiences come into prominence. In terms of advertising in new media, understanding what users do and how they behave online is crucial for not only computer scientists, but also advertisers and marketing professionals. Traditional communication and advertising models fall short to explain online behaviors of consumers because none of them considers interactive nature of Web 2.0. Advertising and computer science theorists develop interactive models to gain insight into online behaviors of consumers. By this way, computer scientists design their clients? web sites and other online channels user-friendly and marketing professionals perform their online campaigns in a manner which users cannot refuse or ignore. Also, they may even make a part their audience in advertising campaigns.Although, interactive advertising is a commonly used concept, there are limited number of studies specially focus on this issue in related literature. In this study, a meta-analysis is made on existing interactive advertising models. By this way, studies about interactive advertising is analyzed interrelatedly and chronologically.

Suggested Citation

  • Hasret Akta? & Burçe Boyraz & Merve Gençyürek Erdo?an, 2015. "Interactive Advertising Models: A Meta-Analysis," Proceedings of International Academic Conferences 2805006, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:2805006
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    File URL: https://iises.net/proceedings/19th-international-academic-conference-florence/table-of-content/detail?cid=28&iid=004&rid=5006
    File Function: First version, 2015
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    Keywords

    interactive advertising models; meta-analysis; interactivity;
    All these keywords.

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