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The Effect and Its Potential Determinants of Cross-Media Advertising between Online and Offline Media

온-오프라인 교차광고의 효과와 영향요인에 관한 연구

  • Jo, Si-Nae (Dept. of PR & Advertising, Sookmyung Women's University) ;
  • Han, Kyoo-Hoon (Dept. of PR & Advertising, Sookmyung Women's University)
  • 조시내 (숙명여자대학교 홍보광고학과 대학원) ;
  • 한규훈 (숙명여자대학교 홍보광고학과)
  • Received : 2016.01.07
  • Accepted : 2016.03.20
  • Published : 2016.03.28

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

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