This study explores the causal relationships among and within the antecedents and consequences of television (TV) viewers' cross-media usage. The results indicated that viewers who are highly involved in a program tend to visit the program's official Web site more often and stay longer than a viewer who is not highly involved, thereby leading to better Web site loyalty. This loyalty leads to an increase in the use of Interactive Online Product Placement (IOPP), which has a positive influence on their attitude toward the sponsor, and their purchase intentions. The implications of these findings and recommendations for future research are discussed.
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