Power to the audience? : a study on the effects of divergence and relevance on the intention to interact with adverts

Abstract

Interactivity, the result of feedback in a process resembling interpersonal communication, is still under-defined as a concept. Focus on website interactivity fail to capture the whole picture hence this study starts by delineating the concept of interactivity and continues to outline the Cybernetic model for advertising which emphasises user control. User control is argued to be an important factor for interactivity as it engages the audience to heed the advertising message. Researchers differ in their explication of the concept hence the study proceeds to contrast differing perspectives on the model of communication within advertising. However, the noise created by the advertising industry is a challenge to advertisers and organisations alike, as they endeavour to find creative ways to penetrate the clutter created by the plethora of advertisements and hence reach consumers. A causal model proposing divergence and relevance as independent constructs which are hypothesised to have an effect on intention is examined. Appropriate measures are identified and an online questionnaire is administered to the University population. A total of 297 participant data was obtained and analysed. The findings suggest that divergence has no effect on intention whereas the effect of relevance was found to be significant. A discussion of the results lead to a discussion of the implications of the findings as well as future research is suggested in light of the limitations identified in the study.