How Media Multitasking Reduces Advertising Irritation. The Moderating Role of the Facebook Wall.

Year of publication: 2016
Author(s): Beuckels, E.; Cauberghe, V. & Hudders, L.
Appeared in: Research in Advertising, 15th International Conference (ICORIA)

Abstract

This experimental study examined the impact of media multitasking on the perceived irritation towards TV advertising. The moderating role of media type and the mediating role of self-esteem were tested. The results indicated a decrease of state self-esteem while media multitasking, which in turn resulted into lower irritation towards TV advertising. However, this was only the case for the participants using a social network site (Facebook), but not for the ones using a traditional media type (online news article) while watching TV.

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