A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

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Integrating Marketing Communications: New Findings, New Lessons, and New Ideas (2016, methodology): “Ideally, this research should be conducted in field settings (as was done by, e.g., Ataman et al. 2010; Naik and Peters 2009; Smith, Gopalakrishna and Chatterjee 2006; Smith, Gopalakrishna and Smith 2004; Wiesel et al. 2011).”
Relating Online, Regional, and National Advertising to Firm Value (2016, background): “Extant research has documented positive interactive effects between radio and newspaper advertising (Jagpal 1981), television and radio ads (Edell and Keller 1989), television and print advertising (Naik and Raman 2003), and offline and online advertising (Naik and Peters 2009).”
A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry (2016, background): “Some researchers have sought to bridge the online and of ﬂ ine world, considering the ways that digital and nondigital marketing activities interact (e.g., Danaher, Wilson, and Davis 2003; Naik and Peters 2009; Stephen and Galak 2012; Trusov, Bucklin, and Pauwels 2009; Zhang et al. 2010).”