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

Alena Kirchenbauer 1
  • 1 Department of Communication Science and Journalism, University of Hohenheim, Stuttgart, Germany
Alena Kirchenbauer
  • Corresponding author
  • Department of Communication Science and Journalism, University of Hohenheim, Stuttgart, Germany
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Abstract

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.

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