The loop model : modeling consumer interactivity in campaigns coupling simultaneous media
Citation:Davis, R. (2013). Modeling consumer interactivity in campaigns coupling simultaneous media. American Academy of Advertising Conference(Ed.), Albuquerque, New Mexico
Permanent link to Research Bank record:http://hdl.handle.net/10652/2767
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.