Interactivity is often seen as the defining difference between traditional and new media and it is widely acknowledged as a vital component of successful online advertising. It is almost generally accepted that interactivity has a positive influence on persuasive processes and outcomes. However, we do not know under what conditions interactivity effects are stronger or weaker and we do not know whether interactivity can also have a negative influence on persuasion, for example because of irritation or annoyance. Research methods that can be used are experiments, surveys, and content analyses.
Our program
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
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Marketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging eWOM