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

Cheng Hsuan Lin*, Hui Fei Lin, Benjamin Yeo, Pei Chih Lin

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

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) ´ 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.

原文英語
頁(從 - 到)1570-1594
頁數25
期刊International Journal of Communication
15
出版狀態已發佈 - 2021

ASJC Scopus subject areas

  • 通訊

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