Does online media sequence matter in product marketing?

作者：

Highlights：

• Interactions between online media sequences and product types affect the persuasion of consumers.

• For search goods, OBM-OIM yields higher message consumer acceptance and message responses.

• For experience goods, OIM-OBM yields higher consumer message acceptance and message responses.

• Message acceptance mediates the effect of online media sequences on message responses.

摘要

•Interactions between online media sequences and product types affect the persuasion of consumers.•For search goods, OBM-OIM yields higher message consumer acceptance and message responses.•For experience goods, OIM-OBM yields higher consumer message acceptance and message responses.•Message acceptance mediates the effect of online media sequences on message responses.

论文关键词：Empirical research,Media congruence hypothesis,Message acceptance,Message response,Moderation,Online broadcast media,Online interactive media,Online media sequence

论文评审过程：Received 19 January 2018, Revised 19 January 2018, Accepted 19 January 2018, Available online 31 January 2018, Version of Record 26 March 2018.

论文官网地址：https://doi.org/10.1016/j.elerap.2018.01.010