The Underlying Mechanisms of Multiscreening Effects

Segijn, Claire M.; Voorveld, Hilde A. M.; Smit, Edith G.

doi:10.1080/00913367.2016.1172386

Cited by 41 publications

(32 citation statements)

References 40 publications

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“…engaging in more than one media activity at a time; Voorveld and Van der Goot 2013) and multi-screening (i.e. the simultaneous usage of multiple screens such as a TV, smartphone, laptop, and tablet; Segijn, Voorveld, and Smit 2016). These types of media-use facilitate the opportunity for cross-over effects for traditional and social media because a simultaneous use of multiple media allows engagement with a brand on social media to occur in a more immediate way.…”

Section: Resultsmentioning

confidence: 99%

How advertising in offline media drives reach of and engagement with brands on Facebook

Voorveld

Araujo

Bernritter

et al. 2018

International Journal of Advertising

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Research investigating the drivers of consumers' engagement with brands on social media is proliferating. However, little is known about how advertising outside social media drives engagement with brands on social media. This study aims to explore the relation between advertising spend in different offline media (TV, radio, newspapers, magazines, out of home), and reach of and engagement with brand pages on Facebook. The study uses a unique real-life data-set containing information about the Facebook pages of 45 brands for approximately three years combined with Nielsen Advertising Spend data. Results showed that while advertising in offline media influenced organic and viral reach, the number of page likes was directly influenced by advertising on Facebook only. It can be concluded that offline advertising is relevant in driving consumers' online brand engagement; however, there is a unique set of drivers for organic reach, viral reach and likes.

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Section: Resultsmentioning

confidence: 99%

How advertising in offline media drives reach of and engagement with brands on Facebook

Voorveld

Araujo

Bernritter

et al. 2018

International Journal of Advertising

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“…Angell et al 2016;Duff and Sar 2015;Kazakova et al 2016), brand and ad attitudes (e.g. Segijn, Voorveld, and Smit 2016;Chinchanachokchai, Duff, and Sar 2015), and perceived intrusiveness of commercials (Kazakova et al 2016). Overall, the results of these effect studies showed a decrease in memory of advertisements when people are multiscreening compared to single screening (e.g.…”

Section: Multiscreening and Advertising Effectsmentioning

confidence: 61%

“…However, a study also found that this effect depends on the underlying mechanism; Multiscreening could lead to more positive brand evaluations because people are less able to resist the persuasive message when multiscreening compared to single screening. On the other hand, multiscreening could lead to less positive brand evaluations because people would recognize the brand less compared to people who only use one screen (Segijn, Voorveld, and Smit 2016). Overall, these studies showed interesting effects of multiscreening.…”

Section: Multiscreening and Advertising Effectsmentioning

confidence: 73%

“…Overall, the results of these effect studies showed a decrease in memory of advertisements when people are multiscreening compared to single screening (e.g. Angell et al 2016;Segijn, Voorveld, and Smit 2016;Kazakova et al 2016). Furthermore, studies found positive effects of multiscreening on affective advertising outcomes (Chinchanachokchai, Duff, and Sar 2015;Kazakova et al 2016).…”

Section: Multiscreening and Advertising Effectsmentioning

confidence: 79%

“…Recent research shows that multiscreening affects consumers' ad and brand attitudes (e.g. Kazakova et al 2016;Segijn, Voorveld, and Smit 2016) as well as consumers' memory of advertisements (e.g. Angell et al 2016;Duff and Sar 2015).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Insight into everyday media use with multiple screens

Segijn

Voorveld

Vandeberg

et al. 2017

International Journal of Advertising

Self Cite

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Multiscreening has been shown to affect consumers' brand attitudes and their memory of advertisements. However, little is known about the prevalence of using multiple screens simultaneously. The aim of this study is to provide insight into multiscreening by examining its prevalence, the composition of screens, and who is likely to multiscreen. A diary study with a representative sample of the Dutch population (n = 2,399) was conducted. First, the results showed that almost 60% of the participants multiscreened at least once. They multiscreened on average three days a week, mostly on Sundays, and on average more than 80 minutes per day. Second, the most prevalent screen combinations were TV-smartphone, TV-laptop, and TV-tablet. Third, multiscreeners were on average 41 years old, predominantly female, have a higher than average education, and own on average more than four screens. Finally, it was found that, in general, younger participants multiscreened longer than older participants.

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Political Attention: A Genealogy of Reinscriptions

Harsin

2019

Communication in the Era of Attention Scarcity

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The Underlying Mechanisms of Multiscreening Effects

Cited by 41 publications

References 40 publications

How advertising in offline media drives reach of and engagement with brands on Facebook

How advertising in offline media drives reach of and engagement with brands on Facebook

Insight into everyday media use with multiple screens

Political Attention: A Genealogy of Reinscriptions

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