When Synergy in Marketing Communication Online Enhances Audience Response: The Effects of Varying Advertising and Product Publicity Messages

This study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising messages on audiences’ perceived trust, message believability, and attitudes toward web advertising and product publicity.

When Synergy in Marketing Communication Online Enhances Audience Response: The Effects of Varying Advertising and Product Publicity Messages

Alex WangUniversity of Connecticut-Stamford
The concept behind synergy in marketing communication is coordination...