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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.

With the explosion of the Deepwater Horizon oil well in the Gulf of Mexico on April 20, 2010 and until the well was officially “killed” on September 19, 2010, British Petroleum (BP) did not merely experience a crisis but a five‐month marathon of sustained, multi‐media engagement. Whereas traditional public relations theory teaches us that an organization should synchronize its messages across channels, there are no models to understand how an organization may strategically coordinate public relations messaging across traditional and social media platforms. This is especially important in the new media environment where social media (e.g. Facebook and Twitter) are increasingly being used in concert with traditional public relations tools (e.g. press releases) as a part of an organization's stakeholder engagement strategy. This paper seeks to address these issues.

The present study is a content analysis examining all of BP's press releases (N=126), its Facebook posts (N=1,789), and its Twitter tweets (N=2,730) during the 2010 Gulf crisis (May 20, 2010 through September 20, 2010).

Results demonstrate BP used a synchronized approach with press releases serving as the hub for their multi‐media strategy.

This paper identifies a synchronized approach for crisis communication in response to organizational transgressions.

The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social media users' ethical responses to digital event marketing campaigns during the 2018 FIFA World Cup.

The study employed a sentiment analysis, examining Twitter users’ utilization of sponsor and non-sponsor promotional hashtags. Statistical modelling programme R was used to access Twitter’s API, enabling the analysis and coding of user tweets pertaining to six marketing campaigns. The valence of each tweet – as well as the apparent user motivation underlying each post – was assessed, providing insight into Twitter users’ ethical impressions of sponsor and ambush marketer activities on social media and online engagement with social media marketing.

The study’s findings indicate that consumer attitudes towards ambush marketing may be significantly more positive than previously thought. Users’ attitudes towards ambush marketing appear significantly more positive than previously assumed, as users of social media emerged as highly responsive to creative and value-added non-sponsor campaigns.

The findings affirm that sentiment analysis may afford scholars and practitioners a viable means of assessing consumer attitudes towards social marketing activations, dependent upon campaign objectives and strategy. The study provides a new and invaluable context to consumer affect and ambush ethics research, advancing sponsorship and ambush marketing delivery and social sponsorship analytical practice.

This paper provides an opportunity to reflect on some of the questions that have been raised both in empirical work on information and communication technologies (ICTs) in the household (Silverstone, 1991; Silverstone and Hirsch, 1992) and previous attempts to conceptualize the place and significance of ICTs in everyday life (Silverstone, Hirsch and Morley, 1992). It is intended to raise questions both about the cultural politics of information and communication technologies and, more broadly, about the politics of culture — about information and communication technologies' mediation of public and private spheres. It also raises questions about the nature, direction and speed of the ‘information revolution’.

Digital natives constitute a substantial part of consumers nowadays. Yet, a theoretical understanding of the factors driving their engagement with new-age digital services is lacking. This study therefore aims to examine digital natives’ continuance usage of the proliferating over-the-top (OTT) services. To address these objectives, the study uses a comprehensive model that primarily integrates perceived value, cognitive absorption and customer brand engagement theories.

Data were collected using an online personal questionnaire targeting active digital natives OTT service users using the online software tool SurveyMonkey. A sample of 1,415 digital natives was analysed using structural equation modelling.

The findings indicated that continuance usage is predicted by all three theories. The results illustrate that cognitive absorption and customer brand engagement are the most critical in enhancing continuance usage. Gender effects on digital natives’ value perceptions were found. The model explains 57% of the variance in users’ continuance usage.

The study adds valuable contributions to the existing literature that are relevant to digital natives’ engagement with new-age digital services. The proposed integrated model and the role of gender in value formations provide managers with novel insights when designing effective strategies to increase continuance usage for the largest consuming generation.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2022-0133

Interactive mobile technologies (IMT) offered to hotel guests during their stay represent an interesting development in consumer technologies in the hotel industry. Such technologies are designed to facilitate transactions and enhance the quality of guest experience. This research explains how hotel guests develop attitudes and intentions to use IMT in hotels. The paper aims to discuss these issues.

Using data from students enrolled in a large hospitality program located in the Southwestern USA, the study validates a variant of the technology acceptance model, extended with constructs such as cognitive absorption and security that capture better the context of IMT in hotels.

The conceptual model explained a large part of variability in intentions to use IMT. Among several predictors, cognitive absorption was the stronger predictor of attitudes. The analysis also revealed the dimensions of cognitive absorption as a second-order factor in the context of mobile commerce in the hotel industry.

This research offers a number of notable theoretical contributions. First, it provides an unique perspective on adoption of immersive technologies that enhance the experiential value of the hotel stay. Second, it revisits and validates the multidimensional construct of cognitive absorption. Finally, it ascertains the roles of cognitive absorption, playfulness, and security in the adoption of IMT.

This research provides specific suggestions to integrate IMT in hotels based on system characteristics and users’ perceptions.

To date, the research examining the immersive aspects of technology is scant. This research provides a novel platform for the systematic examination of the adoption of immersive technologies as they mediate the experiences in hotel service settings.

The purpose of this paper is to examine the roles of task-technology fit (TTF), learning-technology fit (LTF) and cognitive absorption (CA) in determining medical professionals’ cloud-based electronic learning (e-learning) system continuance intention and performance outcomes and evaluate whether medical professionals’ perceived impact on learning can affect their perceived impact on tasks within medical institutions.

Sample data for this study were collected from medical professionals at six hospitals in Taiwan. A total of 600 questionnaires were distributed, and 373 (62.2%) usable questionnaires were analyzed using structural equation modeling in this study.

In this study, medical professionals’ perceived TTF and LTF as antecedents to their cloud-based e-learning continuance intention and performance outcomes were validated, and medical professionals’ perceived impact on learning had a positive effect on their perceived impact on tasks. Synthetically speaking, this study’s results strongly support the research model with all hypothesized links being significant.

It is particularly worth mentioning that this study introduces a new construct, “LTF,” to conceptualize, define and measure it, and further contributes to the application of capturing both expectation–confirmation model and CA (i.e. an intrinsic motivator) for completely explaining medical professionals’ perceived TTF and LTF as external variables to their cloud-based e-learning continuance intention and performance outcomes.

This study's purpose is to propose an integrated post-adoption model based on expectation-confirmation model (ECM) and cognitive absorption (CA) theory to examine whether network factors, gamification factor, and quality factors as antecedents to end-users' beliefs can affect their continuance intention of the robo-advisor.

A total of 600 questionnaires were distributed in three sample banks in Taiwan, and sample data for this study were collected from these three banks' customers who had experience in using these banks' own robo-advisor to make their investment decisions. Consequently, 381 useable questionnaires were analyzed using structural equation modeling in this study, with a useable response rate of 63.5%.

This study proposes a solid research model that based on ECM and CA theory, three types of factors, network factors, gamification factor, and quality factors, as antecedents to end-users’ continuance intention of the robo-advisor have been examined, and this study's results strongly support the research model with all hypothesized links being significant.

This study contributes to end-users' continuance intention of the robo-advisor based on ECM, CA theory, theory of network externalities, gamification, and updated DeLone and McLean IS success model, and reveals deep insights into the evaluation of determinants in the field of end-users' continuance intention of the robo-advisor. Hence, it is especially worth mentioning that three types of determinants (i.e. network factors, gamification factor, and quality factors) are simultaneously evaluated, and extrinsic and intrinsic motivators are both taken into account in this study's research model development of end-users' continuance intention of the robo-advisor to acquire a more all-round and robust analysis.

Purpose – When organisations behave irresponsibly, a question remains: Can they use a messaging strategy based in the organisation's commitment social responsibility to effectively respond to the crisis? The purpose of this chapter is to analyse stakeholder attitudes and their antecedents in such a case. Because of its scope, magnitude and use of a response strategy based on messages of social responsibility, the 2010 BP oil spill in the Gulf of Mexico serves as an excellent case for measuring the effectiveness of such a messaging strategy.

Methodology/approach – The present study drew from two data sources: a content analysis of interactions on BP's Facebook page (N=1,515) as well as an image survey of BP (N=749).

Findings – BP's messaging strategy had limited positive effects in terms of (1) being viewed as a ‘socially responsible’ organisation and (2) creating significant good will towards the company. However, these data also reveal that BP has effectively opened lines of communication between stakeholders and the company.

Practical and social implications – This study has two central implications. First, for both organisations and activists, personal investment and the relevance of issues are both critical in order to change stakeholder attitudes about organisations. Second, based on this research, we can begin to develop stakeholder profiles based on age, sex and political identity.

Originality/value – In the last couple of years, considerable attention has been paid to describing and analysing the response strategies that organisations deploy; however, scant attention has been paid to measuring stakeholder evaluations of those crisis response strategies.