The Effect of Media Multitasking on Advertising Message Effectiveness
Abstract
The rapid evolution of information and mobile technologies enables consumers to use media content whenever and wherever they want. These developments have resulted in a new form of target audience behavior called “media multitasking.” Media multitasking describes simultaneous exposure to two or more types of media content. Extant research on this subject concentrates on the influence of media multitasking on message comprehension and recall for...
Paper Details
Title
The Effect of Media Multitasking on Advertising Message Effectiveness
Published Date
Jan 9, 2017
Journal
Volume
34
Issue
2
Pages
138 - 156
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