“Got any piggy sound effects? Always amusing. Oink moo quak”: Exploring consumer interactivity in response to campaigns coupling ubiquitous media
Davis, Robert; Tiseli, Tuna
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
Permanent link to Research Bank record:http://hdl.handle.net/10652/1622
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.