Jung, Jae Min; Hui, Hang Chu; Min, Kyeong Sam; Martin, Drew - In: Journal of Business Research 67 (2014) 6, pp. 1303-1309
Drawing on reversal theory (Apter, 2007), the current research proposes that internet users' metamotivational state (telic vs. paratelic) determines advertising interactivity's effectiveness. An online field experiment involving 141 Facebook and Twitter users tests this proposition. Research...