2026-04-17T15:47:56Zhttps://recercat.cat/oai/request

oai:recercat.cat:20.500.14342/6112025-03-11T12:44:20Zcom_2072_482405com_2072_183628col_2072_482410

00925njm 22002777a 4500 dc Fondevila-Gascón, Joan-Francesc author Vidal Portés, Eduard author Muñoz Sánchez, Omar author Polo López, Marc author 2021 : Interactivity in television (and sustainability, thanks to virtualization) is a growing phenomenon, driven especially by the implementation of the HbbTV (hybrid broadcast broadband television) standard. Networks, media agencies and advertisers are trying to adapt to and profit from the options generated by the interaction with the viewer. Through an experimental methodology including the viewing of an advertising block which included conventional and interactive advertisements, the emotions of the viewer were collected. It was concluded that the order of the announcements is not decisive, that the emotions of anger and sadness predominate over those of joy due to a negative predisposition towards viewing advertising proposals and the content of the advertisement itself, and that less intrusive formats are more accepted. http://hdl.handle.net/20.500.14342/611 https://doi.org/10.3390/su13147794 Televisió interactiva Publicitat per Internet Publicitat Comunicació Màrqueting Periodisme Internet Interactive Advertising on HbbTV: An Experimental Analysis of Emotions