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dc.contributor.authorDavis, Robert
dc.contributor.authorTiseli, Tuna
dc.date.accessioned2011-07-26T01:02:02Z
dc.date.available2011-07-26T01:02:02Z
dc.date.issued2010-01-01
dc.identifier.isbn978-0-473-17820-8
dc.identifier.urihttps://hdl.handle.net/10652/1622
dc.description.abstractConsumers 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.en_NZ
dc.language.isoenen_NZ
dc.publisherDepartment of Management, College of Business and Economics, University of Canterburyen_NZ
dc.relation.urihttp://anzmac2010.org/proceedings/pdf/anzmac10Final00035.pdfen_NZ
dc.subjectinteractivityen_NZ
dc.subjectmobile phonesen_NZ
dc.subjectradioen_NZ
dc.subjectLOOPen_NZ
dc.subjectTXT dataen_NZ
dc.subjectcellphones
dc.title“Got any piggy sound effects? Always amusing. Oink moo quak”: Exploring consumer interactivity in response to campaigns coupling ubiquitous mediaen_NZ
dc.typeConference Contribution - Paper in Published Proceedingsen_NZ
dc.rights.holderAustralian and New Zealand Marketing Academyen_NZ
dc.subject.marsden150502 Marketing Communicationsen_NZ
dc.identifier.bibliographicCitationDavis, 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.htmlen_NZ
unitec.institutionUnitec Institute of Technologyen_NZ
unitec.publication.titleDoing more with less: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010en_NZ
unitec.conference.titleDoing More with Less: Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010en_NZ
unitec.conference.orgAustralian and New Zealand Marketing Academyen_NZ
unitec.conference.locationChristchurchen_NZ
unitec.conference.sdate2010-11-29
unitec.conference.edate2010-12-01
unitec.peerreviewedyesen_NZ


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