The influence of media multitasking on advertising effectiveness

Marion Garaus ()
Additional contact information
Marion Garaus: Modul University Vienna

AMS Review, 2020, vol. 10, issue 3, No 11, 244-259

Abstract: Abstract Recent years have seen an increasing trend among consumers toward using two or more media simultaneously, a phenomenon known as media multitasking. The majority of the extant literature agrees that media multitasking has detrimental effects on advertising effectiveness. However, opportunities exist for reducing these negative effects or even creating effects favorable to advertising outcomes. Nevertheless, the literature on media multitasking during advertising exposure is highly fragmented and findings are inconclusive. This literature review synthesizes the extant studies on message processing in media multitasking situations. It develops a comprehensive conceptual framework on the effects of media multitasking on advertising effectiveness, with particular attention to mediating processes and moderating variables. The conceptual model explains the circumstances under which individuals devote voluntary or involuntary attention to advertisements during media multitasking, advances knowledge on the role of different sensory modalities, and reveals how the two types of information processing complement each other during simultaneous media usage.

Keywords: Media multitasking; Multiscreening; Advertising effectiveness; Message processing (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s13162-019-00155-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:amsrev:v:10:y:2020:i:3:d:10.1007_s13162-019-00155-7

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/13162

DOI: 10.1007/s13162-019-00155-7

Access Statistics for this article

AMS Review is currently edited by Manjit S. Yadav

More articles in AMS Review from Springer, Academy of Marketing Science
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().