https://cronfa.swan.ac.uk/Record/cronfa33941/Download/0033941-26052017080843.pdf

Social media in marketing: A review and analysis of the existing literature

The Structure of Value: Accounting for Taste George Mandler

Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge

Purchase intention and purchase behavior online: A cross-cultural approach.

Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective

An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context

How media multitasking reduces advertising irritation

Media multitasking became increasingly popular over the past decade. As this behavior is intensely taxing cognitive resources, it has raised interest and concerns among academics in a variety of fields. Consequently, in recent years, research on how, when, and why people media multitask has strongly emerged, and the consequences of the behavior for a great variety of outcomes (such as working memory, task performance, or socioemotional outcomes) have been explored. While efforts are made to summarize the findings of media multitasking research until date, these meta, and literature studies focused on specific research subdomains. Therefore, the current study adopted a quantitative method to map all studies in the broad field of media multitasking research. The bibliometric and thematic content analyses helped us identifying five major research topics and trends in the overall media multitasking domain. While media multitasking research started by studying its prevalence, appearance, and predictors, early research within the domain was also interested in the impact of this media consumption behavior on individuals' cognitive control and academic performance. Later on in 2007, scholars investigated the implications of media multitasking on the processing of media- and persuasive content, while its impact on socioemotional well-being received attention ever since 2009. Our analyses indicate that research within the field of media multitasking knows a dominant focus on adolescents, television watching, and cognitive depletion. Based on these findings, the paper concludes by discussing directions for future research.

https://biblio.ugent.be/publication/8713336/file/8713341.pdf

Media Multitasking: A Bibliometric Approach and Literature Review.

Past research suggests that heavy media multitaskers (HMMs) perform worse on tasks that require executive control, compared to light media multitaskers (LMMs). This paper aims to investigate whether individual differences between HMMs and LMMs make them respond differently to advertising in a media multitasking context and whether this stems from differences in the ability versus the motivation to regulate one’s attention. This is investigated by manipulating participants’ autonomy over attention allocation.,For the first study (n = 85), a between subjects design with three conditions was used: sequential, multitasking under low autonomy over attention allocation and multitasking under high autonomy over attention allocation. This study investigated the inhibitory control of HMMs vs LMMs in a very controlled multitasking setting. The second study (n = 91) replicated the design of study one in a more naturalistic media multitasking setting and investigated the driving role of motivation vs ability for cognitive load differences between HMMs and LMMs and the consequent impact on advertising effectiveness.,Study I suggests that HMMs perform worse on a response inhibition task than LMMs after multitasking freely (in which case motivation to regulate attention determines the process), but not after their attention was guided externally by the experimenter (in which case their motivation could no longer determine the process). Study II argues that when motivation to switch attention is at play, cognitive load differences occur between HMMs and LMMs. This study additionally reveals that under these circumstances, HMMs are more persuaded by advertisements (report higher purchase intentions) compared to LMMs, while no differences appear when only ability is at play.,Executive control exists of different components (Miyake et al., 2000). The current study only focused on the impact of media multitasking frequency on response inhibition, but it would be interesting for future research to investigate whether media multitasking frequency equally affects the other sub-dimensions. Additionally, the impairment of response inhibition has been shown to predict a large number of other behavioral and impulse-control outcomes such as unhealthy food choices and alcohol and drug use (e.g. Friese et al., 2008). Future research should consider investigating other consequences of heavy media multitasking behavior, both advertising related and unrelated.,From a practical point of view, understanding the mechanisms that are driving the effects of media multitasking on advertising effectiveness for different groups of media-consumers could make it easier for practitioners to efficiently plan their media campaigns. Based on the findings of this study, the authors can derive that HMMs will be more depleted in cognitive resources and inhibitory control when media multitasking compared to LMMs. Consequently, this makes them more prone to advertising messages. This knowledge is of great importance for advertisers who could, based here on, aim to target HMMs more often than LMMs.,Two experimental studies by the authors confirm and add value to previous academic findings about the negative relation between media multitasking frequency and tasks that demand executive control. This study contributed to the previous by investigating whether individual differences between heavy and light media multitaskers make them respond differently toward advertising and whether the driving mechanism of these differences is a lack of motivation or ability to efficiently shift attention.

/pdf/freedom-makes-you-lose-control-executive-control-deficits-42dc20bsw4.pdf

Freedom makes you lose control: Executive control deficits for heavy versus light media multitaskers and the implications for advertising effectiveness

Multitasking with media is increasingly popular among all age groups Previous research has revealed that this media consumption behavior affects the way people respond to advertising messages, but

Keeping up with media multitasking : an eye-tracking study among children and adults to investigate the impact of media multitasking behavior on switching frequency, advertising attention, and advertising effectiveness

Emma Beuckels

Papers

An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context

How media multitasking reduces advertising irritation

Media Multitasking: A Bibliometric Approach and Literature Review.

Freedom makes you lose control: Executive control deficits for heavy versus light media multitaskers and the implications for advertising effectiveness

Keeping up with media multitasking : an eye-tracking study among children and adults to investigate the impact of media multitasking behavior on switching frequency, advertising attention, and advertising effectiveness