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

Karthik Sridhar (), Ashish Kumar () and Ram Bezawada ()
Additional contact information
Karthik Sridhar: Baruch College-The City University of New York
Ashish Kumar: RMIT University
Ram Bezawada: Baruch College-The City University of New York

Marketing Letters, 2022, vol. 33, issue 2, No 2, 189-201

Abstract: 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.

Keywords: Multichannel; Cross-media; Email; Catalog; Television; Radio (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://link.springer.com/10.1007/s11002-021-09592-6 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:33:y:2022:i:2:d:10.1007_s11002-021-09592-6

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

DOI: 10.1007/s11002-021-09592-6

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().