Accessible Unlicensed Requires Authentication Published by De Gruyter Mouton April 18, 2020

The concept of integrated communication under close scrutiny: A study on the effects of congruity-based tactics

Alena Kirchenbauer
From the journal Communications


This study examines how consumers react to a Facebook post that is completely, moderately or not at all in conflict with a brand-typical TV clip. It thus analyzes the need for congruity between the offline and online advertising activities of a brand and draws on the literature of integrated communication, schema incongruity theory and advertising effectiveness. Results of an online experiment with 131 participants and a 2 (content: congruent vs. incongruent) by 2 (stylistic devices: congruent vs. incongruent) between-subjects design provide first insights into the modeling of (in)congruity based on integrated communication. Thus, the article presents a first attempt to conceptualize (in)congruity in advertising through a combination of content and stylistic devices. In addition to this research agenda, the manuscript offers implications for advertising practice.


I would like to thank Michael Schenk and Julia Niemann-Lenz for their helpful advice regarding this study.


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Table A1: Stimuli of the main studyNote. Stimulus materials will be provided upon request.

Table A1:

Stimuli of the main study

Note. Stimulus materials will be provided upon request.

Published Online: 2020-04-18
Published in Print: 2020-09-25

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