How Multitasking during Video Content Decreases Ad Effectiveness: The Roles of Task Relevance, Video Involvement, and Visual Attention
Author:
Affiliation:
1. University of Georgia Grady College of Journalism and Mass Communication, Athens, GA, USA
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10496491.2021.1955081
Reference58 articles.
1. The effectiveness of advertising alcohol products in sports sponsorship
2. Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition
3. The effect of media multitasking on ad memory: the moderating role of program-induced engagement and brand familiarity
4. Tuning in and tuning out: media multitasking among young consumers
5. Media multitasking: How visual cues affect switching behavior
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