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This paper aims to understand the level of synergy between print and online activity and to assess the influence of print/online synergy on the log of circulation change.

In order to meet this aim the authors conducted an empirical study of 100 regional newspapers supplying news media services in the UK. Two hypotheses grounded in a conceptual model were developed. The authors used Pearson correlation and (stepwise) regression analysis to test two hypotheses (H1 and H2).

H1 provides us with some interesting findings. The first is that higher priced newspapers attract more unique Internet users and mobile Internet access. Higher priced newspapers who have been in business longer and have established brands attract more online readers. Also, because these issues are more expensive there is more incentive to go online to read the papers for free. Note that this last explanation is consistent with the analysis provided for H2, the beta for price is negative. The negative coefficient indicates that the circulation change of higher priced papers has reduced more. Therefore circulation change impacts greater upon premium price newspapers for an elite rather than a broad readership. The regression results presented here indicate that established firms with premium pricing, providing multiple platform distribution and specialist digital editions with free online content, have circulations that are reducing less.Practical implications – While reducing the rate of circulation decline, current levels of online presence are not reversing it. There is a need for online presence to be focused on more targeted segments/niches of circulation such as “hyper‐local” news. This suggests a much clearer consideration must be made by newspapers with a premium price for an elite rather than a broad readership.

News organizations now find themselves less socially relevant as consumers turn towards the Internet for alternative sources of “news”. News media firms are having to rebuild their brand identity and market positioning in the online marketplace. Higher priced newspapers have been in business longer and have established brand recognition for providing elite services. This is vital if they are to retain their community influence (as trusted sources of locally produced news, analysis and investigative reporting into public affairs). Commercial influence is determined by their social influence and the demise of newspapers would significantly threaten news plurality, democracy and public service journalism at the local community level.

The originality of this work concerns its specific focus on the influence of print/online synergy on the rate of circulation change. The news media industry is an under‐researched area of Internet scholarship. The study is significant on two counts: first, it estimates cross‐media synergies based on print and online interaction at an aggregated level; and second, it identifies different combinations of cross‐media exposure over individual media effects. It combines both print and online measures of circulation. Of most importance, the study is able to show that synergy is complementary and has had a positive effect on log circulation change by reducing it by a smaller number.

As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating studies from a wide range of leading journals.

We searched a total of 17 major journals in advertising, communication, and marketing from 2005 to 2014 and identified a total of 42 articles on media synergy. These studies were reviewed to assess the current status of media synergy research.

Studies of inter-media interaction at the individual level provide mixed support for a media synergistic effect, and the occurrence of this effect demands certain boundary conditions. Research on multi-media engagement has been gaining momentum in the past few years and is a promising subject in media synergy research.

We envision two growing approaches in future media synergy research: the neuroscientific approach and the data mining approach.

This chapter posits that media synergy research has evolved in the most recent years to a new phase, which is multi-media engagement. Hence, this chapter extends Assael’s work in terms of explicating media synergy in the context of social media engagement and identifying research gaps in current literature.

In the age of digital media, customers have access to vast digital information sources, within and outside a company's direct control. Yet managers lack a metric to capture customers' cross-media exposure and its ramifications for individual customer journeys. To solve this issue, this article introduces media entropy as a new metric for assessing cross-media exposure on the individual customer level and illustrates its effect on consumers' purchase decisions.

Building on information and signalling theory, this study proposes the entropy of company-controlled and peer-driven media sources as a measure of cross-media exposure. A probit model analyses individual-level customer journey data across more than 25,000 digital and traditional media touchpoints.

Cross-media exposure, measured as the entropy of information sources in a customer journey, drives purchase decisions. The positive effect is particularly pronounced for (1) digital (online) versus traditional (offline) media environments, (2) customers who currently do not own the brand and (3) brands that customers perceive as weak.

The proposed metric of cross-media exposure can help managers understand customers' information structures in pre-purchase phases. Assessing the consequences of customers' cross-media exposure is especially relevant for service companies that seek to support customers' information search efforts. Marketing agencies, consultancies and platform providers also need actionable customer journey metrics, particularly in early stages of the journey.

Service managers and marketers can integrate the media entropy metric into their marketing dashboards and use it to steer their investments in different media types. Researchers can include the metric in empirical models to explore customers' omni-channel journeys.

The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).

The authors used an online experiment method to manipulate the online message stimuli level (online media synergy and online single media repetition).

The results revealed that participants exposed to message stimuli of online media synergy reported greater source credibility, cognitive responses (brand credibility and positive thoughts about the brand), attitude toward the brand and purchase intention. In online multimedia, source credibility influences attitude toward the brand through brand credibility and positive thoughts about the brand; in online single media repetition, source credibility influences attitude toward the brand through only brand credibility.

In addition, the relationship between online media synergy and marketing outcomes might be moderated by consumers’ goals and thought patterns, and future research could further explore the moderating effects of these variables.

This study contributes to media synergy research, assists marketing planners in their understanding of the importance of online media synergy and serves as a reference for marketing planners considering an integrated online marketing plan.

The current study investigated how the synergy of OBM and OIM influences message persuasiveness for consumers (cognitive responses, attitude toward the brand and purchase intention).

This study aims to establish two aspects: first, whether green advertising through multiple media (repetition versus reversal) generates a positive purchase intention than green advertising with a single medium repeat one medium at different levels of product involvement (high versus low level). Second, whether a green advertisement presented through multiple media influences green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and green purchase intention (GPI) than a green advertisement presented through single medium repetition under different level of product involvement, green advertising, media effects, consumer attitude, purchase intention and product involvement.

3 × 2 mixed factorial design is used to examine the audience exposure towards repetitive green ads on multiple media sources such as television, the internet and print. This has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and GPI compared to audiences exposed to the same ads on a single medium under high level and low level of product involvement.

The audience was exposed to several media situations, repeating green advertising, has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and purchase intention rather than for the audience who encounter a green ad with a high and low degree of product involvement in a single medium.

Only a few studies have measured media synergy effects, and to the best of the authors’ knowledge, no one has measured media effects on green advertisements. By examining different media combination effects of green ads on the audience, the knowledge of green marketing communication and its marketing strategies has been expanded.

This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning.

The study’s longitudinal research design tracks individuals before and after possible exposure to advertising and/or positive WOM (PWOM) to model the effects of both paid versus earned media on behaviour.

This study provides contrary evidence to previous research that suggests that WOM has more influence on consumers than advertising. By controlling for viewers’ benchmark probabilities of viewing the TV programme, the effect of receiving PWOM becomes insignificant, whereas the effect of TV advertising remains unchanged. Because WOM is commonly exchanged between people with shared interests, it reaches an audience that is already highly disposed to view the TV programme.

The findings implicate that we need to reinvestigate the power of WOM to avoid misattribution of effects. This study is only study in one category, which means replication and extension to more categories are needed. The limitations of the study include the inability to control for creative differences in the execution of programme promotions or examine possible cross-media synergies for multimedia campaigns.

Findings have implications for how much to invest in WOM-generating activities. Findings also have wider implications for cross-media research and media-mix models, as different media may reach audiences with differing predispositions to act.

This is one of the rare individual-level, longitudinal studies that investigate the influence of WOM in comparison to advertising.

Using the internet parallel to or after television (TV) consumption changes the way people receive news. The way information is framed by the media has been found to influence the behavior of news recipients. The purpose of this paper is to hypothesize that the exposure to TV media frames would affect a lay audience’s online information-seeking behavior.

In an experiment combining eye tracking and content analysis, participants (n=72) were exposed to one of three TV clips with different media frames (based on a full-sample content analysis) that focused on Alzheimer’s disease. After exposure, participants informed themselves about the issue online. Eye tracking allows to investigate whether individuals mainly scan information, or whether they compute information on a higher level of attention (use more thorough deliberate comparison of information and really reading information).

Three different frames of online content were identified. Framing was found to influence the individual online searching and reading of information on a descriptive level (entering search words and viewing website content) to some degree, but not on a procedural level (such as selecting online search results).

This study makes a significant contribution to the literature embedding an established theoretical process like framing effects into the internet literature. Regarding the broader theoretical context, this study shed some light on cross-media framing effects on online behavior. Applying the psychological perspective of framing theory to explain and predict online searching behavior is beneficial for specific types of online search behavior. Main limitations are the not representative student sample and the forced task that participants had to inform themselves about Alzheimer’s disease online.

The results have practical implications for the creation of TV-related websites. There can be a positive, profitable synergy of TV and online websites. The websites can complement the TV programs with the focus on information needs of the recipients depending on the TV activated audience frames. Therefore, media managers would do well to plan the contents of their websites as internet-based resources that meet the activated information needs.

This study is among the first to investigate the framing effects of TV on the online information searching behavior of individuals. A deeper understanding of how media frames, especially from TV, are affecting online information seeking will allow researchers to better explain and predict online user behavior and information needs. But still, more research is needed.

This paper aims to examine how message consistency pursued through integrated marketing communications (IMC) can build a strong destination brand equity in a very dynamic environment and whether this process is affected by the perceived risk of COVID-19.

Data collection was conducted among 333 international tourists visiting Croatia, a destination that has experienced a remarkable boom in the summer/autumn season of 2021, regardless of the pandemic. Partial least squares–structural equation modelling (PLS-SEM) was used for data analysis.

Results show that IMC consistency has a significant impact on the four destination brand equity dimensions, i.e. awareness, image, perceived quality and loyalty. This influence is found to be the highest on destination brand awareness and the lowest on destination brand loyalty. Perceived risk of COVID-19 moderates the impact of message consistency on brand image and perceived quality.

To the best of the authors’ knowledge, this is the first study that examines the role of IMC consistency in a tourism context during turbulent times. The impact of IMC consistency is analyzed on different components of destination brand equity, which addresses the most recent research call from tourism literature. The moderating effects of perceived risk are considered, thus providing additional implications in a context of high uncertainty. Finally, IMC consistency is assessed from the consumer rather than managerial viewpoints, thus adopting the necessary outside-in approach embedded in the IMC idea.

本文探讨了通过整合营销传播 (IMC) 追求的信息一致性如何在非常动态的环境中建立强大的目的地品牌资产, 以及这一过程是否受到 COVID-19 感知风险的影响。

在 333 名访问克罗地亚的国际游客中进行了数据收集, 该目的地在 2021 年夏季/秋季经历了非凡的繁荣, 无论大流行如何。偏最小二乘 - 结构方程建模 (PLS-SEM) 用于数据分析。

结果表明, IMC 一致性对四个目的地品牌资产维度有显着影响, 即意识、形象、感知质量和忠诚度。发现这种影响对目的地品牌知名度最高, 对目的地品牌忠诚度最低。 COVID-19 的感知风险缓和了信息一致性对品牌形象和感知质量的影响。

据作者所知, 这是第一项研究动荡时期 IMC 一致性在旅游环境中的作用。分析了 IMC 一致性对目的地品牌资产的不同组成部分的影响, 这解决了来自旅游文献的最新研究呼吁。考虑到感知风险的调节效应, 从而在高度不确定的情况下提供额外的影响。最后, IMC 一致性是从消费者而非管理的角度评估的, 因此采用了嵌入 IMC 理念的必要的由外而内的方法。

Este artículo examina cómo la coherencia del mensaje que se pretende conseguir a través de la Comunicación Integrada de Marketing (CIM) puede generar un fuerte valor de marca de un destino turístico en un entorno muy dinámico y si este proceso se ve afectado por el riesgo percibido del COVID-19.

La recogida de datos se ha llevado a cabo entre 333 turistas internacionales que visitaron Croacia, un destino que ha experimentado un auge turístico notable en la temporada de verano/otoño de 2021, independientemente de la pandemia. Para el análisis de datos, se ha empleado la técnica de mínimos cuadrados parciales PLS-SEM.

Los resultados muestran que la coherencia de la CIM tiene un impacto significativo en las cuatro dimensiones del valor de marca de un destino, es decir, notoriedad, imagen, calidad percibida y lealtad. Este impacto es más alto en el caso de la notoriedad y más bajo en el caso de la lealtad. El riesgo percibido del COVID-19 modera los efectos de la coherencia del mensaje en la imagen de marca y la calidad percibida.

Según el conocimiento de los autores, este es el primer estudio que examina el papel de la coherencia de la CIM en un contexto turístico durante tiempos inestables. Se analiza el impacto de la coherencia de la CIM en diferentes componentes del valor de la marca de destino, dando así respuestas a las llamadas más recientes de la literatura turística. Se consideran los efectos moderadores del riesgo percibido, proporcionando así implicaciones adicionales en un contexto de alta incertidumbre. Finalmente, la coherencia de la CIM se evalúa desde el punto de vista del consumidor, adoptando así el enfoque “de afuera hacia adentro”, que es uno de los principios base de la CIM.

The purpose of this paper is to explore the factors determining which communication mediums influence a given consumer deciding to purchase a specific product.

Using a consumer survey and a multivariate probit (MVP) model, the authors explore consumer information searches related to purchases in nine categories: milk, instant noodles, shampoo, mobile phones, televisions, cars, mobile communication services, credit card services, and life insurance.

The media channels that motivate a given consumer to make a given purchase vary depending on both socio-demographic variables and product categories.

As consumers can now obtain product information through different and multiple media channels according to their personal characteristics and the category of the product they seek to purchase, these findings will help companies develop media planning strategies that will effectively target specific market segments.

Unlike previous studies, the authors consider which media channels actually affect a consumer’s product purchase decisions, and the authors do so across product categories and media types to provide practical implications for media planning. Furthermore, this is the first application of the MVP model in this context.

This study aims to identify which elements of the vending marketing mix are the main sources of competitive advantage for the industry, how they impact vending profitability, and what are their related synergistic effects.

A full factorial experiment was developed to determine the effect of eight marketing mix scenarios on the profitability of a new vending channel in a French university library and assess the synergistic effects among three elements of a marketing mix (i.e. product quality, payment system, internal location) identified in a focus group as new sources of industry competitive advantage.

Although the main effects of product quality and payment system were weak-to-modest and insignificant, their interaction effect significantly impacted the daily net profit of the vending channel and generated the highest net synergy. The results partially challenge the marketing synergy axiom as internal location separately had a stronger impact on profitability than product quality and higher-order interaction effects do not necessarily translate into higher synergistic effects.

This research was conducted in a real-life setting and has its limitations, which future researchers can overcome by extending the temporal, geographic and product scope of the study.

The distinction that we introduced between gross and net synergy allowed us to partially challenge the prevailing marketing mix assumption that synergy is always positive (i.e. that a vending retailer can achieve synergy by selecting a combination of marketing mix elements instead of relying on them separately). Moreover, by demonstrating that marketing synergy is not a uni- but a bi-dimensional concept, we provide vending retailers with a better methodological understanding of why they may have already fallen into the synergy trap and how to avoid it in the future.