Media engagement – developing consistent measures across multiple media channels
Max KilgerSimmons Symmetrical, United States
INTRODUCTION
Media engagement continues to be an important area of investigation for researchers working for media providers, advertising agencies and advertisers themselves. Initial work in the area by Akhter et al (1990) has been followed by more recent studies by Calder and Malthouse (2005) and Kilger and Romer (2007).
The paper by Kilger and Romer (2007) lays out a schema of hypothesized engagement dimensions for three media: television, magazines and the Internet. The study proceeds to examine the relationship between demographics and these various...