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Synergistic Effect Between Online Broadcast Media and Interactive Media on Purchase Intention
It is becoming increasingly important for marketers to use online broadcast media and interactive media simultaneously. In this paper, three studies were conducted to explain the mechanism inherent in a synergistic effect. We ran Study 1 to test the synergistic effect of online broadcast media and i...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2021
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8733660/ https://www.ncbi.nlm.nih.gov/pubmed/35002869 http://dx.doi.org/10.3389/fpsyg.2021.781743 |