Article ID Journal Published Year Pages File Type
6838406 Computers in Human Behavior 2015 10 Pages PDF
Abstract
The results show that participants exposed to repetitive ads on paired media of television, Internet, and mobile TV have greater perceived message credibility, ad credibility, and brand credibility than counterparts exposed to repetitive ads from a single medium. The multiple-media repetition also generated more positive cognitive responses, attitude toward the brand, and higher purchase intention than the single-medium repetition. Finally, the cross-platform synergy effect remained robust for different levels of product involvement.
Related Topics
Physical Sciences and Engineering Computer Science Computer Science Applications
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