The effect of media multitasking on ad memory : the moderating role of program-induced engagement and brand familiarity
Hyejin Bang and Karen King
| Year of publication: |
2021
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|---|---|
| Authors: | Bang, Hye Jin ; King, Karen Whitehill |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 40.2021, 7, p. 994-1023
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| Subject: | advertising effect | capacity | limited cognitive | Media multitasking | memory | program-induced engagement | Werbewirkung | Advertising effects | Kognition | Cognition | Mediennutzung | Media usage | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Experiment | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1822671 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012650616