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Consumers are increasingly using the mobile channel to be interactive with television programming and advertisements. To understand this emerging phenomena, we develop a model (the LOOP), conceptualizing the consumers interactivity when using their mobile phone to interact with television content. This model proposes new thinking regarding the role of the mobile channel in the consumer's experience of the interactive television content. We define the consumer's interactivity in terms of four characteristics: synchronicity, two-way dialogue, contingency, and user control. Based upon these characteristics, we use New Zealand and U.S. interactive television content related campaign data to develop five measures of campaign response effectiveness—Potential Audience Dialogue (PAD), Active Audience Dialogue (AAD), Interactive Audience Dialogue (IAD), Contingent Audience Loyalty (CAL), and Contingent Audience Wearout (CAW) We found similar response patterns across the tested New Zealand and U.S. campaigns, with more significant relationships emerging from interactive consumers who are loyal across campaigns.
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