Effects of the characteristics of online multimedia synergy on consumers’ message acceptance and message response
Abstract
Purpose
Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the message acceptance of consumers. The synergistic effect of online multimedia relies on form, content, and sources of information, and time. The paper aims to discuss these issues.
Design/methodology/approach
A model that reflects the influence of the characteristics of online multimedia on message response through message acceptance is established based on theories of information persuasion, encoding variability, and multiple-source assumption. Based on a survey of 411 online media users, the study applies partial least-squares regression to test the research model.
Findings
The results show that variety of forms, complementary of contents, diversity of sources, and time interval influence message response via message strength. Complementary of contents and diversity of sources affect message response via perceived credibility. Synergy type moderates the relationship between variety of forms and perceived credibility and between diversity of sources and perceived credibility.
Research limitations/implications
The current study mainly tests the effect of these characteristics on message response and the moderating effect of synergy type. Future research can examine the effect of these characteristics on information seeking and consumption behavior and the moderating effect of the cognitive mode of consumers.
Practical implications
This study provides insight into the characteristics of synergy and contributes to the literature on integrated marketing communication. The results provide guidance for practitioners to effectively plan online multimedia practices.
Originality/value
This study explored the influence of the characteristics of online media synergy on message response through message acceptance. The study also discussed the moderating effect of the type of online multimedia synergy.
Keywords
Acknowledgements
This work was supported by the National Natural Science Foundation of China (71372132; 71602106).
Citation
Dong, X., Chang, Y. and Fan, X. (2017), "Effects of the characteristics of online multimedia synergy on consumers’ message acceptance and message response", Online Information Review, Vol. 41 No. 5, pp. 710-727. https://doi.org/10.1108/OIR-11-2016-0328
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited