Diversity in Interactive Advertising

Abstract

Despite the prevalence of diversity of endorsers in interactive advertising, most previous research has concentrated on diversity in traditional advertising formats. This paper, therefore, explores the phenomenon of diversity within interactive advertising, analyzing its unique characteristics, prevalence, and impact. It reviews the limited existing research on diversity in interactive advertising and discusses the distinctive features of this advertising type—such as user participation, personalization, Big Data, multimodality, technology, and shared control—and how each contributes to the prevalence, representation, and effects of diversity. User participation allows consumers to influence how diversity is (re-)presented. Personalization and targeting enable tailored diversity content, which enhances relevance but carries the risk of discrimination. Big Data provides more nuanced insights into diversity portrayals and can connect it to consumer engagement. Multimodality, through the use of visuals, enhances engagement but may also reinforce stereotypes. Technological advancements facilitate more diverse portrayals. Shared control emphasizes authenticity in diversity, although backlash can occur if content is perceived as insincere. The paper suggests research propositions for each feature that provide ideas and directions for future research on diversity in interactive advertising, followed by several managerial takeaways.