The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science.

ABSTRACT: We conducted a scoping systematic review with respect to how consumer engagement with interactive advertising is evaluated and if interactive features influence consumer recall, awareness, or comprehension of product claims and risk disclosures for informing regulatory science. MEDLINE, PsycINFO, Business Source Corporate, and SCOPUS were searched for original research published from 1997 through February 2021. Two reviewers independently screened titles/abstracts and full-text articles for inclusion. Outcomes were abstracted into a structured abstraction form. We included 32 studies overall. The types of interactive ads evaluated included website banner and pop up ads, search engine ads, interactive TV ads, advergames, product websites, digital magazine ads, and ads on social network site

SUBMITTER: Giombi K 

PROVIDER: S-EPMC8812936 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature