Measuring Consumer Interactivity in Response to Campaigns Coupling Mobile and Television Media

Consumers are increasingly using the mobile channel to be interactive with television programming and advertisements.

Measuring Consumer Interactivity in Response to Campaigns Coupling Mobile and Television Media

Robert DavisManukau Institute of Technology, New Zealand

Laszlo SajtosUniversity of Auckland Business School, New Zealand

INTRODUCTION

The use of the mobile channel...

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