Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness
Language: English
Published by Bod - Books On Demand, Bod - Books On Demand, 2019
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
AbeBooks seller since August 14, 2006
Condition: New
£ 44.15
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Add to basketItem description from seller
nach der Bestellung gedruckt Neuware - Printed after ordering - 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.…
Seller Inventory # 9783748194293
- Title
- Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness
- Author
- Lena Hoeck
- Publisher
- Bod - Books On Demand, Bod - Books On Demand
- Publication year
- 2019
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 3748194293
- ISBN 13
- 9783748194293
- Edition
- 2nd Edition
- Item weight
- 281 grams
- Dimensions
- 210x148x12 mm
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About the Author
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|---|---|---|
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