Interactivity and vividness effects on social presence and involvement with a web-based advertisement

The effects of various levels of interactivity and vividness of a message on attitudes and behavioral intentions within a web-based advertisement are measured by implementing a multistep model. The findings reveal that the effects of interactivity reach a 'plateau' at medium and high levels, indicating a diminishing returns effect and on the contrary, the impact of vividness appears to be linear with a steady increase across low, medium, and high levels.