Media multitasking is becoming more frequent with the proliferation of digital technology;
however, research has yet to decipher its impact on narrative engagement with television …

Media multitasking (MMT) is now a common way to engage with media. Flexibility in devices
and content allow people to actively manage their attention but also to become distracted …

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 …

The rapid evolution of information and mobile technologies enables consumers to use
media content whenever and wherever they want. These developments have resulted in a …

Despite many studies on the effect of MM on advertising, previous studies on MM
considered MM a homogenous phenomenon. Further, whether and how media-related …

The purpose of this study was to investigate the effect of program-induced engagement on
the amount of media multitasking (MM) and its subsequent impact on ad memory. It explored …

This thesis presents that not all media multitasking is detrimental to the advertising
messages, by identifying situations when advertising can have a positive effect on the …

Multitasking with media is increasing. This shift in media consumption presents challenges
to advertising practitioners and researchers because it may affect people's attention …

Multitasking with media is increasingly popular among all age groups. Previous research
has revealed that this media consumption behavior affects the way people respond to …

In recent years, the phenomenon of media multitasking—using more than one medium at a
time—has grown remarkably. However, we do not know much about how media multitasking …