Keeping Up with Media Multitasking: An Eye-Tracking Study among Children and Adults to Investigate the Impact of Media Multitasking Behavior on Switching Frequency, Advertising Attention, and Advertising Effectiveness-Reference-Cited by-同舟云学术

Keeping Up with Media Multitasking: An Eye-Tracking Study among Children and Adults to Investigate the Impact of Media Multitasking Behavior on Switching Frequency, Advertising Attention, and Advertising Effectiveness

Published:2021-02-05 Issue:2 Volume:50 Page:197-206
ISSN:0091-3367
Container-title:Journal of Advertising
language:en
Short-container-title:Journal of Advertising

Author:

Beuckels Emma¹,De Jans Steffi¹,Cauberghe Veroline¹,Hudders Liselot¹

Affiliation:

1. Ghent University, Ghent, Belgium

Funder

the Research Foundation–Flanders

Fonds Wetenschappelijk Onderzoek

Publisher

Informa UK Limited

Subject

Marketing,Communication,Business and International Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/00913367.2020.1867263

Reference49 articles.

1. Television Exposure: Programs vs. Advertising

2. Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition

3. Tuning in and tuning out: media multitasking among young consumers

4. Media Multitasking Behavior: Concurrent Television and Computer Usage

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