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.

中文翻译：

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严格审查下的整合交流概念：基于一致性的策略效果研究

摘要这项研究研究了消费者对与品牌典型电视剪辑完全，中等或完全不冲突的Facebook帖子的反应。因此，它分析了品牌的线下广告活动与在线广告活动之间的一致性需求，并借鉴了整合传播，图式不一致理论和广告效果的文献。一个在线实验的结果由131名参与者和两个（内容：一致vs.不一致）乘2（风格设备：一致vs.不一致）的受试者间设计提供，这为基于集成交流的（一致性）建模建模提供了第一见解。因此，本文提出了通过内容和样式设备的组合来概念化广告中的一致性的首次尝试。除了这项研究议程之外，