When Intrusive Can Be Likable

Effects of media multi-tasking with Facebook on the enjoyment and encoding of TV episodes

“…Moreover, they discovered that the effects of multi-tasking were mediated by perceptions of how quickly time went by. Likewise, Voorfeld (2011), and Yoon, Choi, and Song (2011) found that multi-tasking led to higher evaluations of ads, and they aver that this is due to multi-tasking impeding the ability to critique the content of the ads.…”

The Underlying Mechanisms of Multiscreening Effects

“…So far, some evidence suggests media multitasking would lead to more positive evaluations (Chinchanachokchai, Duff, and Sar 2015). However, another study showed that media multitasking could lead to both positive and negative evaluations depending on how well the advertisement is integrated into the storyline (Yoon, Choi, and Song 2011). Scholars should be careful in drawing conclusions based on the limited available empirical evidence and contradicting results of the effect of media multitasking on evaluation.…”

“…Some researchers state that media multitasking may affect evaluative outcomes (Chinchanachokchai, Duff, and Sar 2015;Hwang 2012, 2015;Voorveld 2011;Yoon, Choi, and Song 2011). However, little is known about the effects of media multitasking or multiscreening on these evaluative outcomes (i.e., brand attitudes, message attitude, and purchase intentions).…”

Product Placement: A Smart Marketing Tool Shifting a Company to the Next Competitive Level

“…The importance of the product placement integration is confirmed by Sukki, Yung Kyun and Sujin (2011). Therefore, businessmen take a risk if they place too explicit products into visual media.…”