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Interactive Animation: Exploring Spokes-Characters on the Internet

Abstract We examine one type of animation that has strong positive effects in traditional media—the spokes-character—by asking: how are advertisers using spokes-characters on their Web sites and how should they be using them? A content analysis of corporate Web sites containing spokes-characters shows limited animation and opportunity for interactivity. An experiment that examines the impact of adding animation and sound to character Web sites suggests that animation can increase character liking, perceived entertainment, and Web site liking. A second experiment that examines the impact of adding opportunities for interactivity suggests that higher levels of interactivity increase perceived entertainment, social presence, and Web site liking.