The simultaneous use of multiple media devices is becoming a standard media
consumption behavior. Combined with the large amount of time people dedicate to Social …

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 development of the Internet has increasingly led to advertisements presented on rich
and interactive websites offering users a high level of control over the contents they are …

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 …

Online advertising banners are often subject to banner blindness, meaning that people
avoid looking at them. The current study examines whether web surfing while watching …

Online video ads interrupt users' online video watching experiences, and can exert a
significant negative impact on changes in attitudes. Allowing users to choose which ads they …

This study explores the effects on consumer responses of single-and multiple-media
campaigns consisting of television, print, and the Internet. Multiple media in a campaign are …

Although online video advertising is currently a pervasive medium, its effectiveness is still in
great doubt. This study examines the effects of undesired choice on user behavior and …

The internet is the fastest growing advertising segment in the world (Gambaro and Puglisi,
2012). One specific online advertising format that is growing very rapidly is online video …

Multiscreening refers to consumers' simultaneous usage of multiple screen-based devices.
Prior research has shown that simultaneous multiscreening distracts consumers and hinders …