The influence of media multitasking on advertising effectiveness

Volume: 10, Issue: 3-4, Pages: 244 - 259
Published: Sep 4, 2019
Abstract
Recent years have seen an increasing trend among consumers toward using two or more media simultaneously, a phenomenon known as media multitasking. The majority of the extant literature agrees that media multitasking has detrimental effects on advertising effectiveness. However, opportunities exist for reducing these negative effects or even creating effects favorable to advertising outcomes. Nevertheless, the literature on media multitasking...
Paper Details
Title
The influence of media multitasking on advertising effectiveness
Published Date
Sep 4, 2019
Journal
Volume
10
Issue
3-4
Pages
244 - 259
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