The influence of interactive art infusion advertising on engagement and interactivity level

Background/Objectives: The present study empirically investigated differences in attitude toward advertising and eWOM according to Interactivity (low vs. High) and Engagement Levels (low vs. High). Methods/Statistical analysis: The present study investigated differences in eWOM and attitude toward advertising(Aad) through an experiment according to interactivity (low vs. High) and Engagement Levels (low vs. High). Accordingly, a 2 (interactivity: low vs. high) x 2 (engagement levels: low vs. high) between-subject factorial design was created, and analysis was conducted using two-way MANOVA. 124 subjects were randomly assigned to six experimental adverting. Findings: First, low level of interactivity of interactive art infusion advertising shows positive attitude toward advertisement rather than high. However, oral intention was low regardless of the level of interactivity. Second, the interactive art infusion advertising according to the level of engagement showed a positive attitude toward the advertisement and a tendency toward the oral communication rather than the high advertising engagement level. Third, interactive Art Infusion Advertising had a positive attitude toward advertising with low interactivity and high engagement. However, oral intention was positive when interaction level was high and engagement level was low. Improvements/Applications: If advertising attitude is a strategic goal, it is effective to lower the level of interactivity and increase the level of engagement. However, using interactive Art Infusion Advertising, it may be effective to keep the level of engagement high even if the level of interactivity is low, in order to increase online eWOM effect. © 2019 Mattingley Publishing. All rights reserved.