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

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

大眾傳播研究所

研究成果: 雜誌貢獻 › 期刊論文 › 同行評審

3 引文斯高帕斯（Scopus）

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
卷	15
出版狀態	已發佈 - 2021

ASJC Scopus subject areas

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title = "The Influence of Social TV Multitasking Behavior on the Effectiveness of Cross-Media Advertising",

abstract = "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.",

keywords = "cross-media advertising, media multitasking, multiscreen behavior, product placement, social TV",

author = "Lin, {Cheng Hsuan} and Lin, {Hui Fei} and Benjamin Yeo and Lin, {Pei Chih}",

note = "Publisher Copyright: Copyright {\textcopyright} 2021 (Cheng-Hsuan Lin, Hui-Fei Lin, Benjamin Yeo, and Pei-Chih Lin). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd). Available at http://ijoc.org.",

year = "2021",

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pages = "1570--1594",

journal = "International Journal of Communication",

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TY - JOUR

T1 - The Influence of Social TV Multitasking Behavior on the Effectiveness of Cross-Media Advertising

AU - Lin, Cheng Hsuan

AU - Lin, Hui Fei

AU - Yeo, Benjamin

AU - Lin, Pei Chih

N1 - Publisher Copyright: Copyright © 2021 (Cheng-Hsuan Lin, Hui-Fei Lin, Benjamin Yeo, and Pei-Chih Lin). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd). Available at http://ijoc.org.

PY - 2021

Y1 - 2021

N2 - 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.

AB - 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.

KW - cross-media advertising

KW - media multitasking

KW - multiscreen behavior

KW - product placement

KW - social TV

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ER -

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

摘要

ASJC Scopus subject areas

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