Name
Title | ||
|---|---|---|
The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV. |
Abstract | ||
|---|---|---|
•We examined the synergy effect of digital video advertising.•Ad repetition on multiple media had greater persuasive effects than a single medium.•Multiple-media repetitions induced greater ad/brand credibility than single media repetitions.•The multiple-media repetition yielded more positive cognitive responses.•The cross-media advertising induced more positive attitudes toward the brand. |
Year | DOI | Venue |
|---|---|---|
2015 | 10.1016/j.chb.2015.02.001 | Computers in Human Behavior |
Keywords | Field | DocType |
Media planning,Cross-media,Synergy,Mobile advertising,Internet advertising,Mobile TV | Social psychology,Digital video,Credibility,Advertising,Psychology,Online advertising,Multiple media,Media planning,Cross-platform,Cognition,The Internet | Journal |
Volume | ISSN | Citations |
48 | 0747-5632 | 1 |
PageRank | References | Authors |
0.36 | 4 | 4 |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Joon Soo Lim | 1 | 27 | 3.64 |
| Sung Yoon Ri | 2 | 1 | 0.36 |
| Beth Donnelly Egan | 3 | 1 | 0.36 |
| Frank Biocca | 4 | 1014 | 100.44 |