The loop model : modeling consumer interactivity in campaigns coupling simultaneous media
Loading...
Supplementary material
Other Title
Authors
Davis, Robert
Author ORCID Profiles (clickable)
Degree
Grantor
Date
2013
Supervisors
Type
Conference Contribution - Paper in Published Proceedings
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
marketing
interactivity
conceptual model
campaign effectiveness
interactivity
conceptual model
campaign effectiveness
ANZSRC Field of Research Code (2020)
Citation
Davis, R. (2013). Modeling consumer interactivity in campaigns coupling simultaneous media. American Academy of Advertising Conference(Ed.), Albuquerque, New Mexico
Abstract
Based 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.
Publisher
American Academy of Advertising
Permanent link
Link to ePress publication
DOI
Copyright holder
American Academy of Advertising
Copyright notice
All rights reserved