Interactive Advertising Uses and Gratifications: a Comparative Analysis of Factors Motivating Media Use For Two New Product Types
Based on uses and gratification theory, this working paper investigates consumers’ media usage motivations for different interactive media channels when they want to learn more about two different types of new products (consumer good versus consumer durable). An online study was conducted (N = 330) to explore the motives that drive the usage of a product’s Web site, blogs or bulletin boards. Preliminary findings suggest that information needs for a new consumer good are significantly lower than those for a new consumer durable. Additionally, findings indicate that the motives to use interactive media differ significantly between different media channels.
Dorothea Schaffner (2011) ,"Interactive Advertising Uses and Gratifications: a Comparative Analysis of Factors Motivating Media Use For Two New Product Types", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 590-591.
Dorothea Schaffner, Lucerne University of Applied Sciences - CH
E - European Advances in Consumer Research Volume 9 | 2011
N12. Untangling Different Envy Episodes and their Effects on Brand Attitude
Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK
Delane Botelho, EAESP-FGV
Suzana Valente Battistella-Lima, EAESP-FGV
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
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Tamar Makov, Yale University, USA
George Newman, Yale University, USA