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Cited by 205Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Behavior in Brand Consumption and Identification

At the movies, on the Web: An investigation of the effects of entertaining and interactive Web content on site and brand evaluations

Raney, Arthur A., Arpan, Laura M., Pashupati, Kartik, Brill, Dale A.·2003·Journal of Interactive Marketing
DOI 10.1002/dir.10064
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Abstract

An experiment was conducted to examine the effects of including entertaining and/or interactive content on evaluations of automotive Web sites and automotive brands. Research participants visited and evaluated four Web sites from major automotive manufactures. The four sites exhibited varying degrees of entertaining content and interactivity. The highly entertaining site (which included a mini, suspenseful movie) was associated with the most positive site evaluations, greatest intent to return to the site, and highest levels of arousal, as compared to the three other sites that included video product footage only, video footage and audio, or video footage and audio with an interactive feature. Significant increases in purchase intent were associated only with the brand featured in the site with the mini movie.

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Crossref · 10.1002/dir.10064

Cites

5 of 5 references verified0 citation errors · 0 not checkable

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  • Mini-movies offer information and entertainment value that aim to facilitate communication between advertisers and viewers, and could reduce consumers' resistance to embedded brand promotions as they generally attract voluntary viewing with the characteristics of an entertaining short film.

    “To re-emphasize, mini-movies offer information and entertainment value that aim to facilitate communication between advertisers and viewers, and could reduce consumers' resistance to embedded brand promotions as they generally attract voluntary viewing with the characteristics of an entertaining short film (Raney et al., 2003).”

    From The impact of tourism mini-movies on destination image: The influence of travel motivation and advertising disclosure (2017) · cites this paper as Raney et al., 2003

  • The use of storylines in mini-movies is a form of branded entertainment which is not overtly recognized as an attempt to persuade.

    “The use of storylines in mini-movies is a form of branded entertainment which is not overtly recognized as an attempt to persuade (Raney et al., 2003).”

    From The impact of tourism mini-movies on destination image: The influence of travel motivation and advertising disclosure (2017) · cites this paper as Raney et al., 2003

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Authors
Raney, A. A., Arpan, L. M., Pashupati, K., & Brill, D. A.
Affiliations
  • Florida State University (US)
  • Now serves as senior vice president of marketing for VISIT FLORIDA
Corresponding author
  • Raney, Arthur A.
  • Arpan, Laura M.
ORCID
Venue
Journal of Interactive Marketing
Publisher
SAGE Publications
Published
2003-11
Volume
17
Issue
4
Pages
38-53
ISSN
  • 1094-9968 (ISSN-L)
  • 1520-6653
DOI
10.1002/dir.10064
OpenAlex
W2008429721
Cited by
205
References
5
Citations by year
2025: 5 · 2024: 9 · 2023: 6 · 2022: 9 · 2021: 13 · 2020: 12 · 2019: 12 · 2018: 13 · 2017: 11 · 2016: 13 · 2015: 13 · 2014: 7 · 2013: 9 · 2012: 11
FWCI
22.06
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Interactive Marketing (publishedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
interactive web content, car brands, brand evaluation, site evaluation, purchase intention, brand recall, arousal, return intention, video content

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