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http://dx.doi.org/10.14400/JDC.2016.14.3.105

The Effect and Its Potential Determinants of Cross-Media Advertising between Online and Offline Media  

Jo, Si-Nae (Dept. of PR & Advertising, Sookmyung Women's University)
Han, Kyoo-Hoon (Dept. of PR & Advertising, Sookmyung Women's University)
Publication Information
Journal of Digital Convergence / v.14, no.3, 2016 , pp. 105-114 More about this Journal
Abstract
As the media environment surrounding us has changed rapidly, the influences of traditional media decrease whereas promotions using new media have been developing remarkably, Under this circumstance, cross-media advertising, which strategically integrates advertisements on multiple media, is getting attention as an effective marketing communication approach. This study investigated consumer responses to cross-media advertising using both online and offline media, focusing on the effects of product involvement, attributes of media connection, and gender. The experiment was conducted towards adult consumers aged 20 to 39. Results confirmed that the interaction effect between product involvement and attributes of media connection on brand attitude and behavioral intention was significant by a moderating role of gender. Based on the results from this study, both theoretical and practical implications were discussed, as were directions for future research.
Keywords
cross-media advertising; digital media; product involvement; gender effect; advertising effectiveness;
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