This study investigated the television (TV) content viewers' behavior influenced by online
communication at the choice of new TV series on a terrestrial streaming platform. For …

This study was designed to investigate the effects of dual-task processing on consumers'
responses to high-versus low-imagery radio advertisements. In a repeated-measures …

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 …

Abstract The Media Rating Council recommends weighting advertising exposure by viewing
time. Prior research shows viewing time has diminishing returns, implying that effectiveness …

According to conventional wisdom, Internet advertising differs from traditional advertising in
that it is customized, nondisruptive and allows for sales-based efficient tracking via click …

Empirical evidence suggests that young adults all over the world increasingly multitask with
media. The effects of media multitasking have been extensively investigated in academic …

The purpose of this study concerning online video advertising was to provide insights in
several features of online video advertisements and their effect on consumer behaviour …

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 …

Purpose The purpose of this study is to figure out the factors (ie ad type and ad
personalization) that diminish the detrimental advertising clutter effects in terms of ad …

This study tests a theoretical framework to explain the persuasive impact of interactive
magazine ads on consumers' ad and brand attitudes. To obtain realistic (unforced) …