...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...

...Xiaohan Hu; Kevin Wise Purpose The playable ad is a new type of digital advertising that combines interactivity with gamification. Guided by psychological reactance theory, this study aims to explore the psychological processes and effects of playable ads on consumers’ perceived control...