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Keywords: Animation
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Journal Articles
Are animated in-app banner ads intrusive? Examining the interplay of structural and semantic ad factors
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Journal of Research in Interactive Marketing (2025) 19 (8): 1244–1259.
Published: 14 March 2025
...Chetana Balakrishna Maddodi; Pallavi Upadhyaya Purpose Drawing upon the psychological reactance theory, the study examines how animation (structural factor), ad congruity and ad informativeness (semantic factors) in in-app banner ads impact users’ perceived ad intrusiveness. Design/methodology...
