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Investigating cross-media effects in a multichannel marketing environment: the role of email, catalog, television, and radio

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  • Karthik Sridhar

    (Baruch College-The City University of New York)

  • Ashish Kumar

    (RMIT University)

  • Ram Bezawada

    (Baruch College-The City University of New York)

Abstract

We empirically examine the cross-media effects of personalized and mass media on consumers’ purchase incidence in a multichannel shopping environment. We capture the cross-media effect as the combined impact of two distinct marketing communications on consumers’ purchase behavior. Our data consists of individual-level transaction data and information on consumers’ exposure to multiple marketing media consisting of personalized (catalog and email) and mass (television and radio) media. We find that personalized (mass) media are more influential in driving consumers’ online (offline) purchases in a multichannel shopping environment. Our analysis of cross-media effects reveals synergistic (attenuating) effects between media components across (within) personalized and mass media. Furthermore, our examination of media elasticities demonstrates that discounting such cross-media effects between personalized and mass media components can bias a firm’s assessment of the effectiveness of media components in a multichannel-multimedia marketing environment. Results from our model can help marketing managers in the optimal planning of integrated marketing communication in a multichannel-multimedia shopping environment.

Suggested Citation

  • Karthik Sridhar & Ashish Kumar & Ram Bezawada, 2022. "Investigating cross-media effects in a multichannel marketing environment: the role of email, catalog, television, and radio," Marketing Letters, Springer, vol. 33(2), pages 189-201, June.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:2:d:10.1007_s11002-021-09592-6
    DOI: 10.1007/s11002-021-09592-6
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    References listed on IDEAS

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    Cited by:

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    2. Dziubiński, M. & Goyal, S. & Zhou, J., 2024. "Interconnected Conflict," Cambridge Working Papers in Economics 2408, Faculty of Economics, University of Cambridge.
    3. Dziubiński, M. & Goyal, S. & Zhou, J., 2024. "Interconnected Conflict," Janeway Institute Working Papers 2403, Faculty of Economics, University of Cambridge.

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