Examining Consumers' Multiplatform Usage And Its Contribution to Their Trust in Advertising

ABSTRACT

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content. With so many platforms at consumers9 disposal, advertisers struggle to track the usage of each platform and the response to advertising on it. Marketers aim to reach, resonate with, and evoke a reaction from the right audience at the right time, which...