Effects of multi-channel marketing on consumers' online search behavior: : The power of multiple points of connection.

• Autores: Michel Laroche, Isar Kiani, Nectarios Economakis, Marie Odile Richard
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 53, Nº 4, 2013, págs. 431-443
• Idioma: inglés
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• Resumen

  • Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied. Using data from a major telecommunication company, this study's findings support the influence of employing multiple channels, advertising expenditures, and television and online advertising on consumers' tendency to follow through with their own online investigations. INSET: Management Slant. [ABSTRACT FROM AUTHOR]