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Full-Text Articles in Arts and Humanities
Marketing Quality To Consumers - Does It Work For Hospital Marketers?, Rebecca Acosta Burdette
Marketing Quality To Consumers - Does It Work For Hospital Marketers?, Rebecca Acosta Burdette
LSU Master's Theses
There's no doubt that the emergence of public report cards and governmental requirements for transparency in healthcare are forcing healthcare providers to work vigorously to improve quality and decrease costs. The results of these report cards and rankings are of interest to consumers - who wouldn't want to know whether or not the healthcare provider you're intrusting your life to is the best. The lengths to which consumers will go to proactively seek this information is another topic within itself; however, if the information is handed to them through strategic marketing and advertising efforts, could the marketing of quality rating …
Moving Towards A Very Long Engagement: The Effects Of Interactivity On Prolonging Engagement With Online Movie Advertisements, Jesse T. Hoggard
Moving Towards A Very Long Engagement: The Effects Of Interactivity On Prolonging Engagement With Online Movie Advertisements, Jesse T. Hoggard
LSU Master's Theses
An experiment with 421 participants aged 18-45 was conducted to measure the effects of interactivity in an online movie advertising setting, and the effects of interactivity on consumer engagement and other brand metrics. Results from a post-test survey revealed insight into participants’ perceived level of interactivity, and reflected varying levels of attitude towards ad messages, ad recall, mood, and factors in purchasing habits. Results suggested that while interactivity can sometimes hinder advertising recall rates, it can also increase positive attitudes toward the advertisement, click-through rate, intent to purchase, and mood. Practical implications and suggestions for further research are discussed.