INTERACTIVITY

In a study conducted by João Lucas Hana Frade et al. (2023), the researchers delved into the
realms of interactivity, exposure duration, and moment of interruption, demonstrating the
heightened efficacy of non-skippable and pre-roll ads in terms of visual attention and overall
advertising effectiveness. This investigation is part of a broader quantitative research
initiative exploring various facets influencing consumer attitudes towards video games
featuring advertising content, with a focal point on interactivity as the most impactful factor
(Alina Irina Szuz, 2014). Additionally, Lau's abstract from 2018 delves into factors shaping
leniency towards software piracy, with interactivity highlighted as one of the empirical
factors under scrutiny.
Nicola J. Pitchford (2018) asserts that interactivity signals, encompassing user interactions
and relationships, can be leveraged for content recommendations and enhancing content
ranking. Furthermore, in the realm of branded mobile apps, as highlighted by Hakon Brugard
et al. (2015), interactivity emerges as a pivotal element in elevating usability, refining user
experiences, and fostering relationships with users.

Nicola J. Pitchford (2018)

 https://typeset.io/papers/content-recommendation-with-two-level-transe-predictors-
and-16ldfr87
 João Lucas Hana Frade et al. (2023 https://typeset.io/papers/skippable-or-non-
skippable-pre-roll-or-mid-roll-visual-15dcy3tj
 https://typeset.io/papers/interactivity-as-an-educational-principle-24bs9bsi Hakon
Brugard et al. (2015)