Cross‐channel integration of advertising: does personal involvement matter?

Abstract

PurposeThis paper aims to examine the effect of cross‐channel integration of an advertiser's television spot that invited viewers to play an online game and web site that featured the game on consumers' perceived media engagement and brand attitudes. An important factor, personal involvement is also to be examined.Design/methodology/approachIn total, 185 college students participate in an experimental study on participation and involvement. Participants fill out surveys and personal involvement is determined using various advertisements.FindingsThe results reveal that interaction effects are evident between cross‐channel integration of advertising and personal involvement on media engagement and brand attitudes.Research limitations/implicationsThis study is limited, investigating only one brand, one product category, and two media that can feature advertising messages regarding cross‐channel integration. Future studies should investigate the cross‐channel integration effect on different segments of target consumers.Practical implicationsAdvertisers should consider enhancing their media strategies. In particular, advertisers should manage a media plan that includes specific sets of contacts to enhance the effects of cross‐channel integration of advertising.Originality/valueThe paper helps substantiate the strategic value of cross‐channel integration of advertising on branding by assessing the value of cross‐channel integration of advertising.