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dc.contributor.authorDavis, Robert
dc.date.accessioned2015-04-22T00:19:01Z
dc.date.available2015-04-22T00:19:01Z
dc.date.issued2013
dc.identifier.urihttps://hdl.handle.net/10652/2767
dc.description.abstractBased on the responses of 506 consumers, this research models the consumers’ experience of interactivity when interacting with campaigns simultaneously coupling the ubiquitous mobile channel with other channels of response. In Study 1 (RQ1) support was found using structural equation modeling (SEM) for the conceptual model that related the consumers’ experience of interactivity with channel purchase and usage. In Study 2 (RQ2) the significance was assessed of alternative simultaneous channel couplings with purchase frequency. Support was found for up to 5 channel configurations but only when combined with the Internet, mobile and/or television media. The research implications are discussed.en_NZ
dc.language.isoenen_NZ
dc.publisherAmerican Academy of Advertisingen_NZ
dc.relation.urihttp://www.aaasite.org/Resources/Documents/Final_program_3-8-13.pdfen_NZ
dc.relation.urihttp://www.aaasite.org/en_NZ
dc.subjectmarketingen_NZ
dc.subjectinteractivityen_NZ
dc.subjectconceptual modelen_NZ
dc.subjectcampaign effectivenessen_NZ
dc.titleThe loop model : modeling consumer interactivity in campaigns coupling simultaneous mediaen_NZ
dc.typeConference Contribution - Paper in Published Proceedingsen_NZ
dc.rights.holderAmerican Academy of Advertisingen_NZ
dc.subject.marsden150505 Marketing Research Methodologyen_NZ
dc.identifier.bibliographicCitationDavis, R. (2013). Modeling consumer interactivity in campaigns coupling simultaneous media. American Academy of Advertising Conference(Ed.), Albuquerque, New Mexicoen_NZ
unitec.institutionUnitec Institute of Technologyen_NZ
unitec.publication.spage1en_NZ
unitec.publication.lpage35en_NZ
unitec.conference.titleAmerican Academy of Advertising Conference 2013en_NZ
unitec.conference.orgAmerican Academy of Advertisingen_NZ
unitec.conference.locationAlbuquerque, New Mexicoen_NZ
unitec.conference.sdate2013-04-04
unitec.conference.edate2013-04-17
unitec.peerreviewedyesen_NZ
unitec.identifier.roms54546en_NZ
unitec.institution.studyareaManagement and Marketing


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