How Related Multiscreening Could Positively Affect Advertising Outcomes

Volume: 46, Issue: 4, Pages: 455 - 472
Published: Sep 28, 2017
Abstract
The use of multiple screens, also known as multiscreening, is assumed to have detrimental consequences for advertising outcomes. However, many people are engaging in this form of media multitasking on a daily basis. Therefore, it is important to focus on how to improve the effectiveness of advertisements when multiscreening. The aim of this study is to examine a key facilitator of advertising effects when multiscreening, namely task relevance....
Paper Details
Title
How Related Multiscreening Could Positively Affect Advertising Outcomes
Published Date
Sep 28, 2017
Volume
46
Issue
4
Pages
455 - 472
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