Taming the Information Beast: Content Customization and Its Impact on Media Enjoyment for Online Consumers

Laura F. Bright 1 *

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Abstract

As technologies continue to evolve, customized online environments are becoming evermore popular with consumers as they help manage information flow in the online space while limiting exposure to advertising. This study examines the effect of customization, desire for control, and information overload on media enjoyment. Level of customization has a positive impact on a consumer‟s media enjoyment regardless of their desire for control or feelings of information overload. High desire for control subjects exposed to keyword advertising had the greatest media enjoyment. Non-intrusive keyword advertising did not impede media enjoyment while the presence of banner advertising did effect media enjoyment.

Keywords

Customization interactive advertising media enjoyment RSS

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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 4, Issue 3, pp. 143-169

Published Online: 25 Jul 2014

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