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| Tekijä: | Davis, R. Sajtos, L. |
| Otsikko: | Measuring consumer interactivity in response to campaigns coupling mobile and television media |
| Lehti: | Journal of Advertising Research
2008 : SEP, VOL 48:3 p.375-391 |
| Asiasana: | marketing consumer behaviour mobile commerce USA New Zealand |
| Vapaa asiasana: | interactive multimedia television telephone |
| Kieli: | eng |
| Tiivistelmä: | The study examines consumersÂ’ interactivity when they use mobile phone to interact with television content. The use of mobile phone for advertising is expected to increase at significant rates. For the survey a LOOP-model was developed to conceptualize the phenomena of interactive marketing. In this type of campaign, the audience is encouraged by the advertisement to interact with the brand by sending a message response in the form of SMS, MMS or VMS. In the survey consumerÂ’s interactivity is defined in terms of four characteristics: synchronicity, two-way dialogue, contingency, and user control. These characteristics were the base for New Zealand and U.S. interactive television content related campaign data that was used to develop five measures of campaign response effectiveness. Similar results were found from the New Zealand and U.S campaigns. More significant relationships emerged from interactive consumers who are loyal across campaigns. |
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