Digital marketing communication

Media usage behaviour in society is subject to constant change driven by technological progress. The widespread availability of the internet in large parts of the population from the turn of the millennium, the spread of the smartphone since 2007 and the digitization of almost all areas of life mark significant turning points that have changed the consumption of media and advertising in the long term and will continue to do so in the future. The annually increasing number of internet-enabled terminal devices for mobile and stationary consumption of information as well as the ubiquitous availability of the internet are further important drivers of the changed media usage behaviour. In the battle for consumers' attention, communication and advertising efforts must therefore be increasingly adapted to the new environment.

For marketing communication, this development will result in exciting and significant new fields of research: Which devices and channels are used to recept information? On the basis of which factors do consumers filter external influences in order to absorb relevant information? Which mechanisms work in the distribution of cognitive resources? Which factors influence content sharing and virality?

Recommended starting literature:

  • Akpinar, E., Berger, J. (2017). Valuable Virality. Journal of Marketing Research, 54(2), 318-330.
  • Berger, J., Milkman, K. L. (2012). What makes online content go viral? Journal of Marketing Research, 49(5), 192-205.
  • de Haan, E., Kannan, P. K., Verhoef, P. C., & Wiesel, T. (2018). Device Switching in Online Purchasing: Examining the Strategic Contingencies. Journal of Marketing, 82(5), 1-19.
  • Jayasinghe, L., & Ritson, M. (2012). Everyday advertising context: An ethnography of advertising response in the family living room. Journal of Consumer Research, 40(1), 104-121.
  • Kazakova, S., Cauberghe, V., Hudders, L., & Labyt, C. (2016). The impact of media multitasking on the cognitive and attitudinal responses to television commercials: The moderating role of type of advertising appeal. Journal of Advertising, 45(4), 403-416.

  • Segijn, C. M., Voorveld, H. A., Vandeberg, L., & Smit, E. G. (2017). The battle of the screens: Unraveling attention allocation and memory effects when multiscreening. Human Communication Research, 43(2), 295-314.

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