dc.contributor.author |
Davis, R |
en |
dc.contributor.author |
Sajtos, Laszlo |
en |
dc.date.accessioned |
2012-02-23T00:03:11Z |
en |
dc.date.issued |
2008 |
en |
dc.identifier.citation |
Journal of Advertising Research 48(3):375-391 Sep 2008 |
en |
dc.identifier.issn |
0021-8499 |
en |
dc.identifier.uri |
http://hdl.handle.net/2292/11658 |
en |
dc.description.abstract |
Consumers are increasingly using the mobiie channel to be interactive with television programming and advertisements. To understand this emerging phenomena, we develop a model (the LOOP), conceptualizing the consumers interactivity when using their mobile phone to interact with television content. This model proposes new thinking regarding the role of the mobile channel in the consumer's experience of the interactive television content. We define the consumer's interactivity in terms of four characteristics: synchronicity, two-way dialogue, contingency, and user control. Based upon these characteristics, we use New Zealand and U.S. interactive television content related campaign data to develop five measures of campaign response effectiveness—Potential Audience Dialogue {PAD), Active Audience Dialogue (AAD), Interactive Audience Dialogue (IAD), Contingent Audience Loyalty (CAL), and Contingent Audience Wearout (CAW) We found simiiar response patterns across the tested New Zealand and U.S, campaigns, with more significant relationships emerging from interactive consumers who are loyal across campaigns. |
en |
dc.publisher |
World Advertising Research Center |
en |
dc.relation.ispartofseries |
Journal of Advertising Research |
en |
dc.rights |
Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. Details obtained from: http://www.sherpa.ac.uk/romeo/issn/0021-8499/ |
en |
dc.rights.uri |
https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm |
en |
dc.title |
Measuring Consumer Interactivity in Response to Campaigns Coupling Mobile and Television Media. |
en |
dc.type |
Journal Article |
en |
dc.identifier.doi |
10.2501/S0021849908080409 |
en |
pubs.issue |
3 |
en |
pubs.begin-page |
375 |
en |
pubs.volume |
48 |
en |
dc.rights.holder |
Copyright: World Advertising Research Center |
en |
pubs.end-page |
391 |
en |
dc.rights.accessrights |
http://purl.org/eprint/accessRights/RestrictedAccess |
en |
pubs.subtype |
Article |
en |
pubs.elements-id |
115899 |
en |
pubs.org-id |
Business and Economics |
en |
pubs.org-id |
Marketing |
en |
pubs.record-created-at-source-date |
2010-09-01 |
en |