Browsing Management and Marketing Conference Papers by Subject "interactivity"
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“Got any piggy sound effects? Always amusing. Oink moo quak”: Exploring consumer interactivity in response to campaigns coupling ubiquitous media
(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, ... -
The loop model : modeling consumer interactivity in campaigns coupling simultaneous media
(American Academy of Advertising, 2013)Based on the responses of 506 consumers, this research models the consumers’ experience of interactivity when interacting with campaigns simultaneously coupling the ubiquitous mobile channel with other channels of response. ...