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Measuring Consumer Interactivity in Response to Campaigns Coupling Mobile and Television Media
Abstract
Consumers are increasingly using the mobile 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 similar response patterns across the tested New Zealand and U.S. campaigns, with more significant relationships emerging from interactive consumers who are loyal across campaigns.
... This proposition is based on the argument that perceived control is the perceived ease of performing the behavior (Ajzen, 1991) and reflects the consumer's ability to control the game experience and shape their interaction (Gentry and Calantone, 2002;Koufaris, 2002). Some have argued that they will, as a result, experience a higher level of interactivity (Davis and Sajtos, 2008). Despite this, there is no evidence to support this view in existing theory and in this important context. ...
... Given that the game experience is highly dependent on the level of interactivity generated by the consumer (Davis and Sajtos, 2008), they must be able to manipulate the controls of the game with sufficient ease and be able to learn the simulation rules in order to meet their goaloriented outcomes. This is supported by Davis's (1989) view that ease of use reflects the essence of this dimension, that is, "the degree to which a person believes that using a particular system would be free of effort" (Moore and Benbasat, 1991;Davis, 1989, pg 320). ...
Existing theory posits that perceived control is a fundamental driver of the use and purchase by consumers of games on computers including consoles and other mobile devices such as the iPad. However, there is no empirical evidence to support this hypothesis in this context. Therefore, this research models the relationship between the consumers’ game purchase, usage behavior and perceived control. In 2009, 493 consumers responded face-to-face to a questionnaire. The conceptual model was tested with confirmatory factors analysis (CFA) and structural equation modeling (SEM) across 4 game types (models); (1) the original model (all games) and the alternative models, (2) Sports/Simulation/Driving, (3) Role Playing Game/Massively Multiplayer Online Role-Playing Game/Strategy and (4) Action/Adventure/Fighting. We investigated the impact of control on game usage and purchase behavior, both individually and simultaneously across the game types. All of our models had adequate model fit with the exception of the original model. Results show that control has no significant impact on both game usage and purchase behavior, except for RPG/MMORPG/Strategy wherein control has a significant impact on game usage. Research implications are discussed.
... With the expansion in number of smartphone users their access to social media through them makes imperative for marketers to realise the role of social media interactions in communicating perceived usefulness of smartphone resulting in intention to purchase. The convenience in interaction which social media offers enhances the user's participation that previously may not have been inclined to do so due to the existence of physical and temporal barriers (Davis and Sajtos, 2008). The penetration of smartphone's coupled with the ease of access to social media has created an interactive platform for the consumers to indulge into conversation thereby resulting in the creation of online content that emphasises largely on their experience with the brand. ...
... With the expansion in number of smartphone users their access to social media through them makes imperative for marketers to realise the role of social media interactions in communicating perceived usefulness of smartphone resulting in intention to purchase. The convenience in interaction which social media offers enhances the user's participation that previously may not have been inclined to do so due to the existence of physical and temporal barriers (Davis and Sajtos, 2008). The penetration of smartphone's coupled with the ease of access to social media has created an interactive platform for the consumers to indulge into conversation thereby resulting in the creation of online content that emphasises largely on their experience with the brand. ...
... Davis and Sajtos [45] and Newman [46] argued that ease of use in digital games results in a higher level of interactivity for consumers. Ease of use is considered to be a fundamental driver, especially with marketing-related products like digital games. ...
The advent of the internet has revolutionized the business environment as social media is becoming an ingrained aspect of every sphere of life whether we talk of political campaigns, defense strategies, brand management and even intra company communication; social media is all pervasive. With the sophisticated technology available the usage of social media has increased. In line with the current trends, this article examines how social media as a platform for marketing communication can make a strong case for consumer brand purchase behavior. Based on the existing literature, the article proposes a chain of hypothesis examining the relationship between the various constructs and their impact on the consumer-brand metrics. The study has far-ranging consequences for both academicians and strategic brand retailers by delineating the various factors that influence the integration of consumer-brand metrics with social media.
This chapter explains the roles of social media marketing and brand management in global marketing, thus describing the theoretical and practical concept of social media marketing, the overview of brand management, the significance of social media marketing, and the application of social media-related brand management in global marketing. The creation of social media marketing and brand management is necessary for modern organizations that seek to serve suppliers and customers, increase business performance, enhance competitiveness, and gain routine success in global business. Thus, it is vital for modern organizations to acknowledge their social media marketing and brand management utilization, establish a strategic plan to consistently evaluate their effective promotions, and immediately respond to social media marketing and brand management needs of customers. The chapter argues that applying social media marketing and brand management in global marketing has the potential to enhance organizational performance and achieve strategic goals in the digital age.
This chapter aims to promote brand management through social media in global marketing, thus explaining the theoretical and practical overview of social media, evolving dynamics of brand management, shifts in global marketing dynamics, and brand promotion through social media in global marketing. Social media is a great way to reach a new group of targeted consumers. Social media is utilized as a marketing tool by marketers in creating brand relationship. The integration of social media and brand management is necessary for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in global marketing. The chapter argues that promoting brand management through social media in global marketing has the potential to enhance organizational performance and reach strategic goals in the social media age.
India holds the second top position in terms of size of the mobile market industry. Indians use their phone primarily to retrieve information, to educate themselves, for entertainment, and for communication. It is also noteworthy that a major chunk of these mobile phone users is Generation Y. They are tech savvy, keen for new technology, and have high income with high spending capacity. Different features of mobile phones such as Bluetooth, multimedia messaging, SMS, QR codes, and apps are frequently used by Generation Y. However, the problem with this generation is that they have a very short span of attention. In this paper, the authors explain the attitude of Generation Y in India towards the mobile applications and in-app advertising, as well as different interesting domains of mobile marketing in the context of India.
The advent of the internet has revolutionized the business environment as social media is becoming an ingrained aspect of every sphere of life whether we talk of political campaigns, defense strategies, brand management and even intra company communication; social media is all pervasive. With the sophisticated technology available the usage of social media has increased. In line with the current trends, this article examines how social media as a platform for marketing communication can make a strong case for consumer brand purchase behavior. Based on the existing literature, the article proposes a chain of hypothesis examining the relationship between the various constructs and their impact on the consumer-brand metrics. The study has far-ranging consequences for both academicians and strategic brand retailers by delineating the various factors that influence the integration of consumer-brand metrics with social media.
Advertisers need to optimize their efforts on social networks to engage consumers effectively. Existing literature on this topic has not yet explained how social network advertising (SNA) can be categorized into different content types and how to conceptualize and operationalize digital consumer engagement (DCE) in social networks. Thus, we derive seven content categories for social network advertising and a four-level model for DCE based on consumers' intermediate mind-set responses. We propose the impact of different SNA categories as an antecedent of DCE. Our results confirm a significant but unequal impact of at least four content categories on various engagement metrics. We therefore distill the successful content strategies and content attributes for specific types of engagement and confirm intermediate responses to advertising in a real market situation.
The authors examine the implications of electronic shopping for consumers, retailers, and manufacturers. They assume that near-term technological developments will offer consumers unparalleled opportunities to locate and compare product offerings. They examine these advantages as a function of typical consumer goals and the types of products and services being sought and offer conclusions regarding consumer incentives and disincentives to purchase through interactive home shopping vis-à-vis traditional retail formats. The authors discuss implications for industry structure as they pertain to competition among retailers, competition among manufacturers, and retailer-manufacturer relationships.
Results from empirical tests of three hypotheses about the structure of repeat buying for new packaged goods are reported. Maximum likelihood parameter estimates of the underlying depth of repeat buying model are presented for four new brands. The findings support the hypotheses, which offer a foundation for pre and early test market forecasting.
The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model.
Since the publication of the Bass model in 1969, research on the modeling of the diffusion of innovations has resulted in a body of literature consisting of several dozen articles, books, and assorted other publications. Attempts have been made to reexamine the structural and conceptual assumptions and estimation issues underlying the diffusion models of new product acceptance. The authors evaluate these developments for the past two decades. They conclude with a research agenda to make diffusion models theoretically more sound and practically more effective and realistic.
The authors propose a communication-based model of relationship marketing and discuss how communication (rather than persuasion) is the foundation of the “new” customer-focused marketing efforts. The authors trace recent parallel shifts in communication and marketing theory and show the intersections between communication and marketing. Although communication always has been a critical element in marketing, the authors show how the increase in interactivity makes communication an even more valuable element of marketing by identifying those many points that link the two disciplines. Using the three key points at which the two disciplines intersect—messages, stakeholders, and interactivity—the authors develop a communication-based model of marketing. They demonstrate how interactive communication at three levels—corporate, marketing, and marketing communication—leads to the brand relationships that drive brand value.
Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees.
The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, `Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.
Interactivity is an often mentioned but seldom operationalized concept associated with the World Wide Web. Interactivity has been positioned conceptually as a process, a function, and a perception, but most operational definitions have focused on the process or function. This study develops scales to operationalize the perception-based approach to interactivity, because consumer perceptions are central to advertising research. Three overlapping constructs that are central to interactivity are explored: direction of communication, user control, and time. A multistage method is used to identify and refine measures of perceived interactivity (MPI). The 18 items included in the MPI offer researchers a tool for measuring a consumer perception central to advertising on the Web.
