Media Multitasking

Xu, Shan; Wang, Zheng

doi:10.1002/9781118783764.wbieme0157

Cited by 4 publications

(2 citation statements)

References 31 publications

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“…One widely applied theory which has great potential for explaining why some forms of communication are more persuasive and, thus effective, compared to others is the ELM, which is a dual-process theory of attitude development and adjustment (Angst and Agarwal, 2009; Petty and Cacioppo, 1986; Petty et al , 1983). Akin to other dual-process theories of persuasion (Xu, 2017), the ELM stresses that attitudinal change depends on the audience and context in which a message is delivered, a feature we argue is also central to the success of newsjacking. The ELM has been used to understand the effectiveness (i.e.…”

Section: Background and Development Of Study’s Hypothesesmentioning

confidence: 90%

News you can use! Evaluating the effectiveness of newsjacking based content on social media

Angell

Gorton

Bottomley

et al. 2019

ITP

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Purpose Newsjacking (real-time deployment of news stories in communications) is now ubiquitous for brands using social media. Despite its pervasiveness, little analysis of its effectiveness exists. The purpose of this paper is to test if newsjacking positively influences various consumer responses (attitude toward content, brand attitude and purchase intent). Taking an audience perspective supported by the elaboration likelihood model, the research also establishes if a higher level of news involvement, as well as an ability to recognize the story behind the content, enhances the effectiveness of newsjacking content. Design/methodology/approach An experimental design using taglines (newsjacking vs non-topical content) from a real BMW campaign was tested on a sample of 252 consumers. Three research questions pertaining to the effectiveness of newsjacking were specified and analyzed within a structural equation modeling framework. Findings The findings support the conclusion that newsjacking is an effective communication tool. More favorable consumer responses were elicited in the newsjacking condition, as compared to content deploying a non-topical tagline. In addition, recipients reporting a higher level of news involvement rated the content more favorably in the newsjacking (vs the non-topical) condition. Deploying news stories that are more recognizable increases the chances of successful newsjacking. Messages received by those with higher product involvement (category level: cars) were more effective regardless of the type of the appeal. Originality/value The authors contribute to the communications and social media literatures by investigating the effectiveness of an emerging but popular tactic leveraged by content creators. The work builds upon the limited research that has tested consumer responses to newsjacking. From a practical perspective, the research provides insight into the type of audience and situations most likely to yield a favorable outcome from newsjacking.

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Section: Background and Development Of Study’s Hypothesesmentioning

confidence: 90%

News you can use! Evaluating the effectiveness of newsjacking based content on social media

Angell

Gorton

Bottomley

et al. 2019

ITP

View full text Add to dashboard Cite

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“…The word “multitasking” originally stems from the field of computer science where it refers to the ability of the computer’s central processing unit (CPU) to process several computer jobs or “tasks” simultaneously (Xu & Wang, 2017). Cognitive psychologists eventually appropriated the term and used it to describe situations in which the human mind divides attention between several tasks at once.…”

Section: A Conceptual Analysis Of Multitaskingmentioning

confidence: 99%

Multitasking as distraction: A conceptual analysis of media multitasking research

Aagaard

2018

Theory & Psychology

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The word "multitasking" gets thrown around a lot these days. For years it was touted as the cognitive default for a new generation of digital natives, but psychologists are increasingly warning us against its harmful effects on many different forms of human activity. What exactly is meant by the concept of multitasking, however, remains peculiarly taken-for-granted. The purpose of this article is therefore to analyze, evaluate, and interpret how the word "multitasking" is currently being used in scientific practice. Taking departure in the domain of media multitasking research, the article reveals an unacknowledged normativity in the empirical research literature: Multitasking does not in fact denote a quantitative enumeration of tasks, but a qualitative distinction between on-and off-task activity. In other words, multitasking is functionally equivalent to distraction. This article discusses how this insight challenges the scientific rationality of current media multitasking research and concludes with implications for future research.

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The Effect of Multitasking During an E-learning Video Conference on Learning Performance: A Psychophysiological Experiment

Chang

Coursaris

Léger

et al. 2022

Learning and Collaboration Technologies. Designing the Learner and Teacher Experience

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Media Multitasking

Cited by 4 publications

References 31 publications

News you can use! Evaluating the effectiveness of newsjacking based content on social media

News you can use! Evaluating the effectiveness of newsjacking based content on social media

Multitasking as distraction: A conceptual analysis of media multitasking research

The Effect of Multitasking During an E-learning Video Conference on Learning Performance: A Psychophysiological Experiment

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