American Academy of Advertising, 2013: THE LOOP MODEL: MODELLING CONSUMER INTERACTIVITY IN CAMPAIGNS COUPLING SIMULTANEOUS MEDIA By Robert Davis : Presented at American Academy of Advertising, 2013, Conference Albuquerque, New Mexico, United States of America

THE LOOP MODEL: MODELLING CONSUMER INTERACTIVITY IN CAMPAIGNS COUPLING SIMULTANEOUS MEDIA

By Robert Davis

Presented at:

American Academy of Advertising, 2013, Conference Albuquerque, New Mexico, United States of America

[Paper] [Presentation]

ABSTRACT

Based on the responses of 498 consumers, this research simulates the LOOP Model, the consumer’s experience of interactivity when interacting with campaigns simultaneously coupling the ubiquitous mobile channel (e.g., mobile/smartphone/iPhone/iPad) with other channels of response (internet, magazines, newspaper, mobile, television, direct mail, radio, and billboard). A confirmatory factor analysis and structural equation moeling procedure was conducted. The results showed excellent Goodness of Fit (GoF) for all model configurations. The interactive experience and purchase is optimized in a LOOP Model simulation. This occurs because reciprocity and contingency are amplified, especially when the campaign response via the mobile device is configured in a dyadic and triadic configuration between digitally mediated channels and passive stimulus channels (newspaper, magazine and TV). Synchronicity and control play a significant but medium role in the consumer’s interactive experience of the LOOP. The research implications are discussed.

Key Words: LOOP Model, interactivity, conceptual model, campaign effectiveness.

Robert Davis: Associate Professor (PhD, University of Auckland), Faculty of Creative Industries and Business. rdavis@unitec.ac.nz, phone: ++ (649) 815 4321, postal address: Unitec Institute of Technology, Department of Management and Marketing, Private Bag 92025, Auckland, New Zealand: Blog https://drrobertdavis.wordpress.com/

Robert has published in scholarly journals such as Marketing Science, Journal of Advertising Research, Journal of Information Technology, Journal of Service Research, Communications of the ACM, Journal of Consumer and Retail Services, Internet Research (forthcoming), Young Consumers (forthcoming), ACM Computers in Entertainment (forthcoming) and Entertainment Computing. His research interests are interactive marketing, branding, service, retailing and consumer behavior. Robert is on the editorial board of Internet Research and has worked for IBM.