How online media synergy influences consumers' purchase intention: A perspective from broadcast and interactive media

Purpose The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM). Design/methodology/approach The authors used an online experiment method to manipulate the online message stimuli level (online media synergy and online single media repetition). Findings The results revealed that participants exposed to message stimuli of online media synergy reported greater source credibility, cognitive responses (brand credibility and positive thoughts about the brand), attitude toward the brand and purchase intention. In online multimedia, source credibility influences attitude toward the brand through brand credibility and positive thoughts about the brand; in online single media repetition, source credibility influences attitude toward the brand through only brand credibility. Research limitations/implications In addition, the relationship between online media synergy and marketing outcomes might be moderated by consumers' goals and thought patterns, and future research could further explore the moderating effects of these variables. Practical implications This study contributes to media synergy research, assists marketing planners in their understanding of the importance of online media synergy and serves as a reference for marketing planners considering an integrated online marketing plan. Originality/value The current study investigated how the synergy of OBM and OIM influences message persuasiveness for consumers (cognitive responses, attitude toward the brand and purchase intention).