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3.2. Hypotheses3.2.1. Direct effects of interactivityAs mentioned previously, interactivity is best defined as a variable quality of a communication setting, not necessar- ily of a media per se. Consequently, within the same medium, it is possible that different executions of an advertisement will exhibit varying degrees of interactivity. Interactivity will have a direct impact on three other variables: social presence, involvement, and arousal.Social presence: Social presence represents the degree to which a medium conveys the perceived presence of communicating participants in the two-way exchange (Short et al., 1976). This is also termed telepresence in Hoffman and Novak’s (1996) model of network navigation. Interactivity is likely to create feelings of social presence for the user through the availability of open channels allowing for two-way communication. Hence, our first hypothesis:H1: There is a positive relationship between the degree of interactivity of an advertisement and the social presence it conveys.Involvement: Because interactivity can yield increased control of the content appearing in the ad and offer the opportunity to communicate with the advertiser and/or other consumers, it is likely to affect an individual’s sense of involvement, not necessarily with the product category (enduring), but mostly with the ad directly (Zaichkowsky, 1994). Thus,H2: There is a positive, direct relationship between the degree of interactivity of an advertisement and the level of involvement with the ad.Arousal: Because interactive features of an advertisement are usually quickly identifiable within the ad, there is a possibility that the mere availability of these features might increase arousal directly, unmediated by involve- ment. Arousal is a psychobiological trait of human behavior and is referred to here as phasic activation, a short-term reaction of enhanced energy that increases the overall cortical processing of information (Kroeber-Riel,1979). Arousal can be generated by an increase in motor activity or muscular responses (Zajonc and Markus,1982; Wells and Petty, 1981) required by the increased interactivity of the ad. But it can also be the result of cognitive or affective reactions to a stimulus (Holbrook and Batra, 1987). This direct link between interactivity and ‘‘flow’’ is also part of Hoffman and Novak’s (1996) model. Hence,
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