Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness PDF
By:Dr. Lena Hoeck
Published on 2019-12-03 by BoD – Books on Demand
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The spread and use of screen-based devices have been steeply increasing with new types of screen-based devices such as tablets, e-readers, and screen-based wearable devices (e.g., Smartchwatches) being introduced to the market. Moreover, traditional screen-based devices such as the television (TV) have been merged with Internet technologies. An industry particularly affected by this increasing use of screen-based devices is the media industry. For instance, consumers frequently use multiple screen-based devices in parallel, switching back and forth between devices. The key objective of this cumulative dissertation is to provide insights into the implications of multi-screen behavior for the media industry. More specifically, we analyze the effect of multi-screen behavior on media usage behavior and on the effectiveness of advertising placed in different media. We conduct empirical analyses to show how consumers' interaction with different screen-based devices influences substantive consumer behavior. The results of this dissertation contribute to previous research by (1) leading to a better understanding of the behavioral outcomes of multi-screen behavior, (2) providing knowledge about the mediation and moderation effects of multi-screen behavior on media usage and advertising effectiveness, and (3) applying novel research methodologies that contribute to the understanding of multi-screen behavior at the individual-level and in a more natural research setting.
This Book was ranked at 20 by Google Books for keyword Media Industry.
Book ID of Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness's Books is cWLBDwAAQBAJ, Book which was written byDr. Lena Hoeckhave ETAG "pq3u4SoJNyU"
Book which was published by BoD – Books on Demand since 2019-12-03 have ISBNs, ISBN 13 Code is 9783750472235 and ISBN 10 Code is 3750472238
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Book which have "188 Pages" is Printed at BOOK under CategoryBusiness and Economics
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