The Influence of Social TV Multitasking Behavior on the Effectiveness of Cross-Media Advertising

Authors

  • Cheng-Hsuan Lin Cheng-Hsuan Lin received her M.A. degree in Communication Studies from National Chiao Tung University, Taiwan.
  • Hui-Fei Lin Graduate Institute of Mass Communication, National Taiwan Normal University, Taipei, Taiwan, R. O. C.
  • Benjamin Yeo Albers School of Business and Economics, Seattle University, USA.
  • Pei-Chih Lin Mentor of International Bachelor Degree Program, National Tsing Hua University, Taiwan, R. O. C.

Keywords:

social TV, multiscreen behavior, media multitasking, cross-media advertising, product placement

Abstract

Social TV, a second screen activity comprising a community of users engaged in a primary screen activity, differs from watching TV alone (i.e., individual TV). A 2 (TV viewing condition: individual vs. social TV) ´ 2 (advertisement on the second screen: video vs. picture) factors between-subjects experiment design was conducted to investigate whether interactions occurring in the two TV viewing conditions affect advertising effectiveness. The results confirmed two-way interactions: (1) In the social TV viewing condition, video advertisements on the second screen led to better advertising effectiveness; (2) in the individual TV viewing condition, picture advertisements on the second screen led to better advertising effectiveness; and (3) gratifications from media use partially mediated viewing conditions and advertising effectiveness.

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Published

2021-03-14

Issue

Vol. 15 (2021)

Section

Articles