• Login
    View Item 
    •   Research Bank Home
    • Study Areas
    • Management and Marketing
    • Management and Marketing Conference Papers
    • View Item
    •   Research Bank Home
    • Study Areas
    • Management and Marketing
    • Management and Marketing Conference Papers
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    The loop model : modeling consumer interactivity in campaigns coupling simultaneous media

    Davis, Robert

    Thumbnail
    Share
    View fulltext online
    2013-davis-interactive-experience-and-purchase-aaa-submission-final-blog-version.pdf (378.3Kb)
    Date
    2013
    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:
    https://hdl.handle.net/10652/2767
    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.
    Keywords:
    marketing, interactivity, conceptual model, campaign effectiveness
    ANZSRC Field of Research:
    150505 Marketing Research Methodology
    Copyright Holder:
    American Academy of Advertising
    Available Online at:
    http://www.aaasite.org/Resources/Documents/Final_program_3-8-13.pdf
    http://www.aaasite.org/
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: Any use you make of these documents or images must be for research or private study purposes only, and you may not make them available to any other person. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
    Metadata
    Show detailed record
    This item appears in
    • Management and Marketing Conference Papers [86]

    Library home
    Send Feedback
    Research publications
    Unitec
    Moodle
    © Unitec Institute of Technology, Private Bag 92025, Victoria Street West, Auckland 1142
     

     

    Usage

    Downloads, last 12 months
    15
     
     

    Usage Statistics

    For this itemFor the Research Bank

    Share

    About

    About Research BankResearch at UnitecContact us

    Help for authors  

    How to add researchOpen Access GuideVersions Toolkit

    Register for updates  

    LoginRegister

    Browse Research Bank  

    EverywhereAcademic study areasAuthorDateSubjectTitleType of researchSupervisorThis CollectionAuthorDateSubjectTitleType of researchSupervisor

    Library home
    Send Feedback
    Research publications
    Unitec
    Moodle
    © Unitec Institute of Technology, Private Bag 92025, Victoria Street West, Auckland 1142