How media multitasking reduces advertising irritation: The moderating role of the Facebook wall

The simultaneous use of multiple media devices is becoming a standard media consumption behavior. Combined with the large amount of time people dedicate to Social Network Sites (SNSs) on a daily basis, it is understandable that many media users engage in SNS use while consuming another medium at the same time. These two trends, media multitasking and SNS usage independently, have been studied intensively due to their prevalence in today's media...