The Influence of Social TV Multitasking Behavior on the Effectiveness of Cross-Media Advertising

被引：0
作者：
Lin, Cheng-Hsuan [1 ]
Lin, Hui-Fei [2 ]
Yeo, Benjamin [3 ]
Lin, Pei-Chin [4 ]
机构：
[1] Natl Chiao Tung Univ, Hsinchu, Taiwan
[2] Natl Taiwan Normal Univ, Taipei, Taiwan
[3] Seattle Univ, Seattle, WA 98122 USA
[4] Natl Tsing Hua Univ, Hsinchu, Taiwan
来源：
INTERNATIONAL JOURNAL OF COMMUNICATION | 2021年 / 15卷
关键词：
social TV; multiscreen behavior; media multitasking; cross-media advertising; product placement; COGNITIVE ABSORPTION; BRAND PLACEMENTS; ONLINE; TELEVISION; GRATIFICATIONS; IMPACT; COMMUNICATION; PERCEPTIONS; COMPETITION; ENGAGEMENT;
D O I：
暂无
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
Social TV, a second screen activity comprising a community of users engaged in a primary screen activity, differs from watching TV alone (i.e., individual TV). A 2 (TV viewing condition: individual vs. social TV) x 2 (advertisement on the second screen: video vs. picture) factors between-subjects experiment design was conducted to investigate whether interactions occurring in the two TV viewing conditions affect advertising effectiveness. The results confirmed two-way interactions: (1) In the social TV viewing condition, video advertisements on the second screen led to better advertising effectiveness; (2) in the individual TV viewing condition, picture advertisements on the second screen led to better advertising effectiveness; and (3) gratifications from media use partially mediated viewing conditions and advertising effectiveness.
引用
收藏
页码：1570 / 1594
页数：25
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