Advertising creativity: Its influence on media response states towards the Hierarchy of effects.

The study investigates the influence of Advertising Creativity (AC) on Ad effectiveness in the context of Interactive Digital Media (IDM). The inquiry seeks to bridge a somewhat limited regard for AC in the context of IDM and provide insight into AC's place in audience communication processes as opposed to generally outcome-based perspectives. The study extends the process of AC effects towards the stages of the Hierarchy of Effects (HOE) by the inclusion of conditional media effects and media response states, which are major components of the Differential Susceptibility to Media Effects Model (DSMM), to elucidate dynamic audience processes especially in the context of interactive media.