“Got any piggy sound effects? Always amusing. Oink moo quak”: Exploring consumer interactivity in response to campaigns coupling ubiquitous media
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Supplementary material
Other Title
Authors
Davis, Robert
Tiseli, Tuna
Tiseli, Tuna
Author ORCID Profiles (clickable)
Degree
Grantor
Date
2010-01-01
Supervisors
Type
Conference Contribution - Paper in Published Proceedings
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
interactivity
mobile phones
radio
LOOP
TXT data
cellphones
mobile phones
radio
LOOP
TXT data
cellphones
ANZSRC Field of Research Code (2020)
Citation
Davis, R., & Tiseli, T. (2010). “Got any piggy sound effects? Always amusing. Oink moo quak”: Exploring consumer interactivity in response to campaigns coupling ubiquitous media. In P. Ballantine & J. Finsterwalder (Eds.). Doing more with less: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010. Christchurch: Department of Management, College of Business and Economics, University of Canterbury. Available from http://anzmac2010.org/proceedings/papers.html
Abstract
Consumers use mobile phones to interact with media related content. We explore their interactive response with radio content using the LOOP model that defines interactivity as: synchronicity, two-way dialogue, contingency, and control. We use the text data of 24 consumers who over a 3 year period had texted into the radio station. We found that being interactive creates a sense of belongingness to a community. The interactions between participants are symbolic of the relationship between siblings and ‘best friends’. Interactivity is driven by self congruity and the communities shared aim; co-creation of the avant-garde. They protect and must feel in control of the content but also the way the community is perceived and behaves. The interactive experience is optimized when two-way dialogue is contingent and synchronous for station, consumer and community. Involved and in control of the content and process of interactivity. The research implications are discussed.
Publisher
Department of Management, College of Business and Economics, University of Canterbury
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Link to ePress publication
DOI
Copyright holder
Australian and New Zealand Marketing Academy
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