The impact of the synergistic effect of traditional and modern direct marketing media on consumers' purchase intentions for branded products

In the contemporary marketing environment, companies increasingly combine traditional and digital communication channels in order to achieve a greater impact on consumer behavior. In this context, the concept of media synergy is of particular importance, implying that the combined use of multiple media can produce a stronger effect than the individual use of each medium. Based on this concept, this paper examines the synergistic effect of traditional and modern direct marketing media on consumers’ purchase intentions for branded products. The aim of this paper is to determine whether the combination of traditional media (television, radio and print media) and modern digital direct marketing channels (websites, email marketing, mobile marketing and social media) has a statistically significant impact on consumers’ purchase intentions. Multiple regression analysis was used to examine the synergistic effect through the interaction between individual media. The research results indicate the existence of a statistically significant synergistic effect in several combinations of traditional and modern media. The results show that the integration of traditional and digital communication channels can strengthen consumers’ purchase intentions. The scientific contribution of this paper lies in the empirical verification of the synergistic effect of direct marketing media and in highlighting the importance of an integrated approach to marketing communication planning. The practical significance of the results lies in providing guidelines for marketing managers on how to combine traditional and digital communication channels more effectively in order to achieve better marketing results.