Theoretical Foundations for the Study of Media Multitasking among Lagos Mall Users

This paper seeks to provide a theoretical approach to the study of media multitasking. The aim of the study is achieved by examining the Information Processing Theory (IPT) and the Niche Media Theory (NMT) to show how their propositions guide the study of media multitasking among Lagos mall users. Therefore, using unobtrusive observations, in-depth interviews, and survey, smartphone use during face-to-face interactions among Lagos mall users was...