Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
6838406 | Computers in Human Behavior | 2015 | 10 Pages |
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.
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Authors
Joon Soo Lim, Sung Yoon Ri, Beth Donnelly Egan, Frank A. Biocca,