2026-04-14T06:22:46Zhttps://recercat.cat/oai/requestoai:recercat.cat:20.500.14342/6112025-03-11T12:44:20Zcom_2072_482405com_2072_183628col_2072_482410
RECERCAT
author
Fondevila-Gascón, Joan-Francesc
author
Vidal Portés, Eduard
author
Muñoz Sánchez, Omar
author
Polo López, Marc
2025-03-11T12:44:20Z
2025-03-11T12:44:20Z
2021
http://hdl.handle.net/20.500.14342/611
https://doi.org/10.3390/su13147794
: 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.
eng
Attribution 4.0 International © L'autor/a
Televisió interactiva
Publicitat per Internet
Publicitat
Comunicació
Màrqueting
Periodisme
Internet
Interactive Advertising on HbbTV: An Experimental Analysis of Emotions
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion