Consumer Information-Seeking and Cross-Media Campaigns: An Interactive Marketing Perspective on Multi-Platform Strategies and Attitudes Toward Innovative Products
This study investigates how consumers’ information-seeking motivation and perceptions of cross-media campaigns influence their attitudes toward innovative products. Drawing from the perspective of interactive marketing, it highlights the role of consumer–brand interaction in shaping product evaluati...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-04-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/20/2/68 |
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