Title: The nexus of sync advertising as an innovative advertising technique into consumer cognitive response

Authors: Jugal Kishor

Addresses: Central University of Rajasthan, Ajmer, India

Abstract: This study suggests a research agenda in order to further and deepen the understanding of sync advertising that derives the innovative mechanism in the advertising field. A survey was conducted on 223 respondents who were familiar with the concept of sync advertising. After closely inspecting the ad frequency levels and click-through rate respondents were asked to fill the questionnaire. Negative binomial regression and zero-inflated regression were applied to data analysis. The results of the study depict that the difference between medium ad frequency and low ad frequency compared to high ad frequency was not found significant. However, the difference between medium ad frequency and low ad frequency was also not found significant to affect the brand memory. Further, the findings of the study revealed that respondents were leaner toward high ad frequency and low ad frequency compared to the low ad frequency to draw the attention.

Keywords: digital marketing; sync-advertising; cognitive response; ad frequency; click-through rate.

DOI: 10.1504/IJBIR.2026.150774

International Journal of Business Innovation and Research, 2026 Vol.39 No.1, pp.20 - 33

Received: 18 Jul 2022
Accepted: 27 Oct 2022
Published online: 23 Dec 2025 *

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