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The Effect and Its Potential Determinants of Cross-Media Advertising between Online and Offline Media
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 3,  2016, pp.105-114
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.3.105
 Title & Authors
The Effect and Its Potential Determinants of Cross-Media Advertising between Online and Offline Media
Jo, Si-Nae; Han, Kyoo-Hoon;
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 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;
 Language
Korean
 Cited by
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