Five Sources Model? Channels and Collectives

In the book  we extend the Five Sources Model to include interactivity across channels of interaction. To do these we discuss two models. The first highlights the importance of media channel integration or the LOOP model . This model places emphasis upon how channels work together to optimise the brand interactivity with customers. The second model focuses on brand-related interactivity between customers across channels and social media. This model is called CIM (Collective Interactivity Model). The primary intention of the CIM is to define the horizontal interactions across social media customers.