The aim of the study was to deepen our understanding of how related multiscreening affects
audience memory and persuasion. A survey was administered after a live television show …

Multiscreening, the simultaneous usage of multiple screens, is a relatively understudied
phenomenon that may have a large impact on media effects. First, we explored people's …

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 …

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, such as using handheld devices like smartphones and tablets while
watching TV, has become prevalent, but its effect on the recall and recognition of advertising …

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 …

This article seeks to explain political persuasion in relation to second screening—people's
use of a second screen (ie, smartphone/laptop) while watching television to access further …

Purpose–The purpose of this paper is to investigate how simultaneous use of devices such
as personal computers, tablets and smartphones impacts the sponsors that receive brand …

Television viewers are increasingly engaging in media multitasking while watching
programming. One prevalent multiscreen activity is “social TV”–the simultaneous …

Social TV, a second screen activity comprising a community of users engaged in a primary
screen activity, differs from watching TV alone (ie, individual TV). A 2 (TV viewing condition …