Synergistic Effect Between Online Broadcast Media and Interactive Media on Purchase Intention.

ABSTRACT: It is becoming increasingly important for marketers to use online broadcast media and interactive media simultaneously. In this paper, three studies were conducted to explain the mechanism inherent in a synergistic effect. We ran Study 1 to test the synergistic effect of online broadcast media and interactive media on purchase behavior. We conducted Study 2 (synergistic vs. non-synergistic groups) to test the differences between the groups. Study 2 was a 2 (interference vs. no interference terms) × 2 (synergistic vs. non-synergistic groups) experiment to test whether the interaction between online broadcast media and interactive media is a necessary condition for the synergistic effect. Finally, Study 3 was conducted to test the difference in the level of information processing between onl

SUBMITTER: Gao Y 

PROVIDER: S-EPMC8733660 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature