Modeling consumers with TV and internet

Abstract

The importance of web in marketing has been emphasized and extensive studies have been carried out. On the contrary, there still exist important marketing studies which follow traditional framework. Although the importance of web marketing is undeniable, if we consider the wide spread of hard disk recorders and off-line viewing of TV shows, we have to consider the advertisement effect of off-line viewing using hard disk recorders. In this paper, we propose a framework of consumer modeling to analyze the effect of off-line viewing. It follows multi/cross-channel marketing framework. The important characteristic of the proposed framework is that the stimulation of TV advertisement is assumed to start consumer's behavior. We assume that the TV advertisements stimulate information flows in the social networks and affect purchase behavior of consumers. Although the Internet, especially social network on the Internet, is now playing important role to affect customers behavior during the process, the marketing theory still have to settle TV advertisement as the main factor. To show the adequacy of the proposed framework, this paper reports the effect of TV advertisement on the phenomenon around WWW. © 2014 Springer International Publishing.