ИНТЕРАКТИВНОСТТА КАТО ОСНОВЕН ФАКТОР, ФОРМИРАЩ ПОВЕДЕНИЕТО НА ИНТЕРНЕТ ПОТРЕБИТЕЛИТЕ. РОЛЯТА НА ИНТЕРНЕТ МОТИВИТЕ В ИНТЕРАКТИВНИЯ РЕКЛАМЕН МОДЕЛ
THE INTERACTIVITY AS THE MAIN FACTOR, FORMING THE INTERNET CONSUMER BEHAVIOR. THE ROLE OF THE INTERNET MOTIVES IN THE INTERACTIVE ADVERTISING MODEL

Summary/Abstract: Internet has settled into the people’s world. Its determination as media for mass communication has become a precondition for the explosive development of the online advertising. From the point of view of advertising the main advantage of new media is the interactivity, the opportunity to provide an easy and quick relation between consumers and advertisers. The interactive communication helps both clients and companies to contact with each other directly without time or distance limitations. On the other hand the interactivity allows individuals to control the communication process as they can decide what kind of information they want to view, how long and in what order it will be presented. That has required the model for interactive advertising influence to be rationalized and to be differentiated by the character of consumer’s motives and preferences.

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