Name: Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness (en Inglés)
Price: 68.41 USD
Availability: InStock
Author: Spann, Prof Martin ; Hoeck, Lena
ISBN: 9783748194293

portada Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness (en Inglés)

Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness (en Inglés)

Formato

Libro Físico

Autor

Lena Hoeck

Ilustrado por

Prof Martin Spann

Editorial

Books on Demand

Idioma

Inglés

N° páginas

188

Encuadernación

Tapa Blanda

Dimensiones

21.0 x 14.8 x 1.0 cm

Peso

0.23 kg.

ISBN13

9783748194293

Categorías

Econometría

Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness (en Inglés)

Lena Hoeck (Autor) · Prof Martin Spann (Ilustrado por) · Books on Demand · Tapa Blanda

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Reseña del libro "Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness (en Inglés)"

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.