Advertising in a Media Multitasking Era: Considerations and Future Directions

Duff, Brittany R. L.; Segijn, Claire M.

doi:10.1080/00913367.2019.1585306

Cited by 51 publications

(34 citation statements)

References 34 publications

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“…Ways of generating leads can be identified by the sales team through the social networks used by customers, on the assumption that these customers communicate with others (Groza et al, 2012;Duff & Segijn, 2019). The social media, specifically Facebook and LinkedIn, could be valuable to B2B firms by enabling them also to identify potential partners.…”

Section: The Effect Of the International Business Contacts On Export mentioning

confidence: 99%

“…Moreover, organizations are increasing their presence on many social media platforms (Ahi et al, 2017;Michaelidou et al, 2011;Tang et al, 2016;He et al, 2019). As a result, many scholars have been motivated to study the use of social media to communicate with customers, widen their experience (Wilson et al, 2011;Nisar, Prabhakar, and Strakova, 2019), and employ social media strategy to reach consumers (Kietzmann et al, 2011;Duff & Segijn, 2019). This way of marketing 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 appears to be especially advantageous for small and medium-sized enterprises (SMEs) due to its flexible adaptation of social networks for both marketing and the development of new products (Pentina et al, 2012).…”

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confidence: 99%

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Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

Eid

Abdelmoety

Agag

2019

JBIM

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Purpose The social media have enabled companies to reach out to global markets and provided them with the opportunity to customize their strategies and offerings in an unprecedented way. Given the scant empirical evaluation of social media use in the small- and medium-sized enterprises (SMEs) business-to-business (B-to-B) context, this paper aims to offer a comprehensive description of the antecedents and consequences of social media use in international B-to-B SMEs and the way in which this use affects their export performance. Design/methodology/approach This study uses a sample of 277 British B-to-B SMEs and uses positivist research with a quantitative approach, adopting a survey strategy through questionnaires and structural equation modeling. Findings The results reveal that the use of social media influences export performance through the quality of international business contacts – understanding customers’ views and preferences, brand awareness and knowledge of the competition in various international markets. This study contributes to the emerging literature on B-to-B SMEs digital marketing by determining the mechanism through which B-to-B SMEs may benefit from using the social media in their efforts to export. Originality/value Despite the promising potential of the social media, especially for export-oriented companies, very limited attention has hitherto been paid to the relationship between the use of social media and export performance. This study attempts to fill the gap by investigating the extent to which actual use of social media impacts on the performance of exporting firms.

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Section: The Effect Of the International Business Contacts On Export mentioning

confidence: 99%

mentioning

confidence: 99%

Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

Eid

Abdelmoety

Agag

2019

JBIM

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“…The literature has been consistent in showing that multitasking negatively impacts cognitive responses, such as memory (e.g., Kazakova et al 2016;Shapiro and Krishnan 2001) and attention (e.g., Jeong, Hwang, and Fishbein 2010;Segijn et al 2017). Synced advertising is a form of message repetition across media at the same time (Duff and Segijn 2019). Repetition of messages in general has been found to be beneficial for memory (Schmidt and Eisend 2015), but results for research into same versus different brands across media have been mixed; for example, one study showed a positive effect (Hoeck and Spann 2020), while another found no effect (Garaus, Wagner, and B€ ack 2017).…”

Section: Combining Insights From the Media Multitasking And Cross-medmentioning

confidence: 98%

“…Like synced advertising, cross-media advertising combines the use of multiple media in an advertising campaign (Neijens and Voorveld 2015). However, whereas cross-media advertising is usually studied as the strategic use of multiple media over a longer campaign period (Assael 2011), synced advertising can be seen as a special case in which media are combined around a particular media consumption moment of a particular media user (Duff and Segijn 2019). The cross-media advertising literature offers different explanations that help to predict how people respond to different sequences of ads in multiple media.…”

Section: Combining Insights From the Media Multitasking And Cross-medmentioning

confidence: 99%

“…Synced advertising is potentially a viable way of personalizing advertisements across media in real time because many consumers are using multiple media simultaneously (Nielsen 2018) and attention becomes a scarce and valuable resource (Duff and Segijn 2019). By simultaneously advertising on multiple media at the same time, synced advertising increases the chance of exposure to a brand.…”

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confidence: 99%

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The Role of Ad Sequence and Privacy Concerns in Personalized Advertising: An Eye-Tracking Study into Synced Advertising Effects

Segijn

Voorveld

Vakeel

2021

Journal of Advertising

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Synced advertising is a relatively new strategy in which ads are personalized based on concurrent media usage. The aim of this study was to explore whether the sequence in which TV commercials and tablet ads were shown in synced advertising affected consumers' memory and attention toward advertisements in both media. Because of public debate about privacy concerns related to personalized advertising, we examined the moderating role of consumers' privacy concerns as a personal factor. An eye-tracking experiment (N ¼ 118) showed that, overall, synchronizing ads across media results in the most favorable cognitive responses. The placement of a tablet ad simultaneous to (versus before or after) a TV commercial for the same brand resulted in the most attention toward both ads. However, consumers with higher (versus lower) privacy concerns paid less attention to the tablet ad when it was shown simultaneously with the TV commercial, compared to consumers with lower privacy concerns. The results show that synced advertising is a promising personalized advertising strategy for the industry but at the same time it might be less effective for people with higher privacy concerns.

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The impact of TV advertising on website traffic

Veverka,

Holý

2024

Appl Stoch Models Bus & Ind

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We propose a modeling procedure for estimating immediate responses to TV ads and evaluating the factors influencing their size. First, we capture diurnal and seasonal patterns of website visits using the kernel smoothing method. Second, we estimate a gradual increase in website visits after an ad using the maximum likelihood method. Third, we analyze the nonlinear dependence of the estimated increase in website visits on characteristics of the ads using the random forest method. The proposed methodology is applied to a dataset containing minute‐by‐minute organic website visits and detailed characteristics of TV ads for an e‐commerce company in 2019. The results show that people are indeed willing to switch between screens and multitask. Moreover, the time of the day, the TV channel, and the advertising motive play a great role in the impact of the ads.

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Advertising in a Media Multitasking Era: Considerations and Future Directions

Cited by 51 publications

References 34 publications

Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

The Role of Ad Sequence and Privacy Concerns in Personalized Advertising: An Eye-Tracking Study into Synced Advertising Effects

The impact of TV advertising on website traffic

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