Interactive advertising as a new factor of influence on consumer behaviour of youth

Abstract

The article is devoted to the analysis of interactive advertising as a relatively new factor influencing the consumer behaviour of Moscow youth. The empirical basis of the work are statistical and sociological research data, including the authors’ own research conducted using the methods of mass survey and indepth interview. As the study has showed, the Moscow youth are quite familiar with the interactive advertising, most often encountering it on mobile devices and in gaming applications. The article analyses several types of the interactive advertising, differing in the degree of their impact on the consumer behaviour of young people. The authors come to the conclusion that the most effective in this regard are playable and video advertising placed in mobile device applications. As advantages of the interactive advertising, in comparison with the traditional format, the authors highlight its innovation and playful nature. At the same time, many young Muscovites express a negative attitude towards the interactive advertising, mainly because of its intrusiveness. Moreover, young men demonstrate greater loyalty to this format of advertising influence in comparison with young ladies. The authors come to the conclusion that, despite the noted shortcomings, the interactive advertising has great potential for development in modern society.