The loop model : modeling consumer interactivity in campaigns coupling simultaneous media

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 modeling 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.

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