Effects of the characteristics of online multimedia synergy on consumers’ message acceptance and message response

Purpose Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the message acceptance of consumers. The synergistic effect of online multimedia relies on form, content, and sources of information, and time. The paper aims to discuss these issues. Design/methodology/approach A model that reflects the influence of the...