Citations


Contact Us

For Marketing, Sales and Subscriptions Inquiries
2637 E Atlantic Blvd #43110
Pompano Beach, FL 33062
USA

Conference List

Effect of Media Transportation and Advertising Transportation on Customers Responsiveness

Farooq Nawaz

,

Muhammad Mubashar Iqbal

,

Shehzad Bashir

Farooq Nawaz 1 ,

Muhammad Mubashar Iqbal 2
Shehzad Bashir 1 
  1. MBA Student: COMSATS Institute of Information Technology, Sahiwal 1

  2. MS Student: National College of Business Administration and Economics, Lahore 2

Pages: 188-197

DOI: 10.18488/journal.62/2016.3.12/62.12.188.197

Share :

Article History:

Received: 09 November, 2015
Revised: 03 February, 2017
Accepted: 18 May, 2016
Published: 05 November, 2016


Abstract:

Customers are always surrounded by the media and advertising in their daily lives. These tactics are used to get the customer engagement towards the program, video or advertisement. Engagement with understanding the complete message of it called transportation. This research is conducted to examine the effects of media, transportation, advertising transportation on customer responsiveness. For this purpose, an ad is placed in between the video for the respondents. Target respondents are the students and the general public. Primary data is collected from above two hundred eighty seven respondents in Sahiwal via questionnaires. The results show that advertising transportation has the more significant effect on the customers’ responsiveness.

Contribution/ Originality

Keywords:

Media, Transportation, Advertising transportation, Customer responsiveness.

Video:

Reference:

  1. Agrawal, N., G. Menon and J.L. Aaker, 2007. Getting emotional about health. Journal of Marketing Research, 44(1): 100-113.
  2. Anand, P. and B. Sternthal, 1992. The effects of program involvement and ease of message counterarguing on advertising persuasiveness. Journal of Consumer Psychology, 1(3): 225-238.
  3. Aylesworth, A.B. and S.B. MacKenzie, 1998. Context is key: The effect of program-induced mood on thoughts about the ad. Journal of Advertising, 27(2): 17-31.
  4. Brock, T.C. and S.D. Livingston, 2004. The need for entertainment scale. In L. J. Shrum (Ed.) Blurring the lines: The psychology of entertainment media. Mahwah, NJ: Lawrence Erlbaum Associates, Inc., pp: 255-274.
  5. Bryant, J. and P.W. Comisky, 1978. The effect of positioning a message within differentially cognitively involving portions of a television segment on recall of the message. Human Communication Research, 5(1): 63-75.
  6. Campbell, R., 2000. Media and culture. 2nd Edn., Boston: Bedford/St. Martin's.
  7. Cohen, J., 2001. Defining identification: A theoretical look at the identification of audiences with media characters. Mass Communication & Society, 4(3): 245-264.
  8. Danaher, P.J. and G.W. Mullarkey, 2003. Factors affecting online advertising recall: A study of students. Journal of Advertising Research, 43(03): 252-267.
  9. Deighton, J., D. Romer and J. McQueen, 1989. Using drama to persuade. Journal of Consumer Research, 16(3): 335-343.
  10. Feltham, T.S. and S.J. Arnold, 1994. Program involvement and ad/program consistency as moderators of program context effects. Journal of Consumer Psychology, 3(1): 51-77.
  11. Gerrig, R.J. and D.A. Prentice, 1996. Notes on audience response. In D. Bordwell & N. Caroll (eds). Post theories: Reconstructing film studies. Madison, WI: University of Wisconsin Press. pp: 388-403.
  12. Goldberg, M.E. and G.J. Gorn, 1987. Happy and sad TV programs: How they affect reactions to commercials. Journal of Consumer Research, 14(3): 387-403.
  13. Green, M.C. and T.C. Brock, 2000. The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5): 701-721.
  14. Green, M.C., T.C. Brock and G.F. Kaufman, 2004. Understanding media enjoyment: The role of transportation into narrative worlds. Communication Theory, 14(4): 311-327.
  15. Green, M.C., J.J. Strange and T.C. Brock, 2003. Narrative impact: Social and cognitive foundations. Oxford, UK: Taylor & Francis.
  16. Greenwald, A.G. and C. Leavitt, 1984. Audience involvement in advertising: Four levels. Journal of Consumer Research, 11(1): 581-592.
  17. Heinonen, K. and T. Strandvik, 2003. Consumer responsiveness to mobile marketing. Paper Presented at Stockholm Mobility Roundtable, 22, 23.25.
  18. Hogan, P.C., 2003. The mind and its stories: Narrative universals and human emotion. Cambridge: Cambridge University Press.
  19. Johnson, B.T. and A.H. Eagly, 1989. Effects of involvement on persuasion: A meta-analysis. Psychological Bulletin, 106(2): 290-314.
  20. Li, H., S.M. Edwards and J.-H. Lee, 2002. Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2): 37-47.
  21. Malthouse, E.C., M. Haenlein, B. Skiera, E. Wege and M. Zhang, 2013. Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4): 270-280.
  22. Murry, J.J.P., J.L. Lastovicka and S.N. Singh, 1992. Feeling and liking responses to television programs: An examination of two explanations for media-context effects. Journal of Consumer Research, 18(4): 441-451.
  23. Norris, C.E. and A.M. Colman, 1992. Context effects on recall and recognition of magazine advertisements. Journal of Advertising, 21(3): 37-46.
  24. Petty, R.E. and J.T. Cacioppo, 1979. Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 37(10): 1915-1926.
  25. Petty, R.E., J.T. Cacioppo and D. Schumann, 1983. Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2): 135-146.
  26. Raney, A.A., 2002. Moral judgment as a predictor of enjoyment of crime drama. Media Psychology, 4(4): 305-322.
  27. Schank, R.C. and R.P. Abelson, 1995. Knowledge and memory: The real story. Knowledge and memory: The real story. Advances in Social Cognition, 8: 1-85.
  28. Schlinger, M.J., 1979. A portfolio of responses to commercials. Journal of Advertising Research, 14(2): 37-46.
  29. Schumann, D.W. and T. Esther, 1990. The influence of viewing context on commercial effectiveness. Current Issues and Research in Advertising, 12(1): 1-24.
  30. Schumann, J.H., 1986. Research on the acculturation model for second language acquisition. Journal of Multilingual & Multicultural Development, 7(5): 379-392.
  31. Seybold, P.B., R.T. Marshak and J.M. Lewis, 2001. The customer revolution. New York: Random House.
  32. Srull, T.K., 1983. Affect and memory: The impact of affective reactions in advertising on the representation of product information in memory. Advances in Consumer Research, 10(1): 520-525.
  33. Telotte, J., 2001. Introduction: Film and/as technology: Assessing a bargain. Journal of Popular Film and Television, 28(4): 146-149.
  34. Wang, J. and B.J. Calder, 2006. Media transportation and advertising. Journal of Consumer Research, 33(2): 151-162.
  35. Wang, J. and B.J. Calder, 2009. Media engagement and advertising: Transportation, matching, transference and intrusion. Journal of Consumer Psychology, 19: 546-555.

Statistics:

Google Scholor ideas Microsoft Academic Search bing Google Scholor

Funding:

This study received no specific financial support.

Competing Interests:

The authors declare that they have no competing interests.

Acknowledgement:

All authors contributed equally to the conception and design of the study.

Related Article

( 1 ) Relationships Between Leadership Roles and Project Team Effectiveness as Perceived by Project Managers in Malaysia
( 2 ) Relationships among Team Trust, Team Cohesion, Team Satisfaction and Project Team Effectiveness as Perceived by Project Managers in Malaysia
( 3 ) The Effects of Exchange Rate Liberalization in Kenya on French Beans Exports
( 4 ) Does the Mena Countries May Converge in GDP to Southern European One? The Effects of International Trade
( 5 ) Can the Interdependence Effect and the Contagion Phenomena be Related with One Another?
( 6 ) Corruption’s and Democracy’s Effects on Economic Growth
( 7 ) Effective Tax Administration and Institutionalization of Accounting Systems in Small and Medium Scale Enterprises: Evidence from Nigeria
( 8 ) Moderating Effect of Demographics on Monetary Motivation and Employees Job Performance Relationship: Evidence from Malaysia
( 9 ) Consideration the Effects of Water Sector Investment on Economic Growth in Iran
( 10 ) Influence Internship Learning Effect in Business Service Sector: Using Internship Self-Efficacy as the Mediator Variable
( 11 ) The Effect of Selected Financial Ratios on Profitability: An Empirical Analysis of Listed Firms of Cement Sector in Saudi Arabia
( 12 ) An Empirical Test on Effect of Intra-Product Trade on Regional Income Distribution: The Case of Liaoning, China
( 13 ) Effects of Advertising on Consumer Behavior in Low Density Houses: The Case of Marlborough, Zimbabwe
( 14 ) Moderating Effects of Project Management Experience, Project Team Size, Project Duration and Project Value Size on the Relationship between Project Manager’s Leadership Roles and Project Team Effectiveness in Malaysia
( 15 ) The Effects of Changes in Accounting Standards on Value Relevance of Financial Statement Information of Malaysia and Nigeria Banks
( 16 ) The Effect of Outsourcing on Anglogold Ashanti Obuasi Mines Performance
( 17 ) Organisational Politics – Causes and Effects on Organisation and Employees
( 18 ) The Mediating Effect of Market Orientation on the Relationship between Entrepreneurial Orientation Dimensions and Organizational Performance: A Study on Banks in Libya
( 19 ) Confirming the Mediation Effect of A Structural Model By Using Bootstrap Approach: A Case Study of Malaysian 8th Grade Students’ Mathematics Achievement
( 20 ) Land Use/Land Cover Change and its Effects on Bamboo Forest in Benishangul Gumuz Region, Ethiopia
( 21 ) Emotional Workgroup Performance and Group Effectiveness Egyptian Context
( 22 ) The Effect of Public Debt on Domestic Product and Unemployment (An Empirical Study on the Palestinian Economy)
( 23 ) The Effect of Exchange Rate Changes on Consumer Prices in Nigeria: Evidence from VECM Model
( 24 ) The Effect of Access and Quality of Education on Economic Development in Botswana
( 25 ) Effect of Media Transportation and Advertising Transportation on Customers Responsiveness
( 26 ) The Effect of Personal Factors on the Customer Rating of the Quality of Services of the Islamic Banks Operating in the Syrian Coast
( 27 ) Does the Holiday Effect Differ from Religious to Non-Religious Holidays? Empirical Evidence from Egypt
( 28 ) Effects of Environmental Satisfaction on Family Displacement Case Study: Gohar Dasht Region, Karaj City
( 29 ) Effect of Budget Defict on Private Investment in East African Community for the Period 1981-2015: A Panel Data Analysis
( 30 ) Comparative Analysis of the Effectiveness of Coub-Douglas, Real Business Cycle, and Keynsian Growth Models in Determining Economic Growth in Nigeria
( 31 ) Effects of Corporate Social Responsibility on Banks Financial Performance in Nigeria: A Study of United Bank of Africa
( 32 ) The Effects of Exchange Rate Variability on Trade Flows in Nigeria: A Cointegration Analysis
( 33 ) The Effect of Work-Life Balance on Accounting Ethics
( 34 ) The Moderating Effect of Governance Mechanisms on the Relationship Between Innovation Strategy and the Performance
( 35 ) Effect of Institutional Factors on Foreign Direct Investment in Nigeria
( 36 ) An Evaluation of Effectiveness of Oversight Committees: A Case of City of Johannesburg, Section 79 Committees
( 37 ) The Effect of Internal and External Factors of Companies on Profitability and its Implications on Stock Price Index of State-Owned Banks
( 38 ) Africa's Human Capital Development: Is Public Finance Management an Effective Strategy?
( 39 ) Analysis of the Effects of Pull and Push Factors on Brain Drain: An Example of Turkey
( 40 ) The Effect of Selected Factors on Tax Revenue Mobilization in Ethiopia: The Case of Amhara Region
( 41 ) The Mediating Effect of Financial Self-Efficacy on the Financial Literacy-Behavior Relationship: A Case of Generation Y Professionals
( 42 ) Study on the Effect of Foreign Investment on Anhuis Industrial Structure Optimization
( 43 ) Activity Cost Management and its Effect on Enterprise Productivity
( 44 ) Effects of Socio-Cultural Diversity on the Performance of Private Health Care Organizations in Kogi State
( 45 ) Analysis of Effect of Profitability, Capital, Risk Financing, the Sharia Supervisory Board and Capabilities Zakat in Islamic Perspective with Circular Approach Causastion on Islamic Banks in Indonesia
( 46 ) The Effect of Corporate Social Responsibility Disclosure on Corporate Financial Performance
( 51 ) Analyzing Factors Affecting the Success of Social Media Posts for B2b Networks: A Fractional-Factorial Design Approach
( 52 ) Financial Market Predictions with Factorization Machines: Trading the Opening Hour Based on Overnight Social Media Data
( 53 ) Foreign Direct Investment - Growth Linkage in Sub-Saharan Africa: Is Governance a Mediating Factor?