Browsing Management and Marketing Conference Papers by Author "Davis, Robert"
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Conceptualizing brand consumption in social media community
Davis, Robert; Piven, I.; Breazeale, M. (Academic Conferences and Publishing International Limited, 2014-07)The emergence of social media is challenging the conceptualization of the brand. This paper develops a conceptual model of the consumption of brands in Social Media Community (SMC). The research triangulates a social media ... -
“Got any piggy sound effects? Always amusing. Oink moo quak”: Exploring consumer interactivity in response to campaigns coupling ubiquitous media
Davis, Robert; Tiseli, Tuna (Department of Management, College of Business and Economics, University of Canterbury, 2010-01-01)Consumers use mobile phones to interact with media related content. We explore their interactive response with radio content using the LOOP model that defines interactivity as: synchronicity, two-way dialogue, contingency, ...