The Influence of Social TV Multitasking Behavior on the Effectiveness of Cross-Media Advertising

Authors

  • Cheng-Hsuan Lin Cheng-Hsuan Lin received her M.A. degree in Communication Studies from National Chiao Tung University, Taiwan.
  • Hui-Fei Lin Graduate Institute of Mass Communication, National Taiwan Normal University, Taipei, Taiwan, R. O. C.
  • Benjamin Yeo Albers School of Business and Economics, Seattle University, USA.
  • Pei-Chih Lin Mentor of International Bachelor Degree Program, National Tsing Hua University, Taiwan, R. O. C.

Keywords:

social TV, multiscreen behavior, media multitasking, cross-media advertising, product placement

Abstract

Social TV, a second screen activity comprising a community of users engaged in a primary screen activity, differs from watching TV alone (i.e., individual TV). A 2 (TV viewing condition: individual vs. social TV) ´ 2 (advertisement on the second screen: video vs. picture) factors between-subjects experiment design was conducted to investigate whether interactions occurring in the two TV viewing conditions affect advertising effectiveness. The results confirmed two-way interactions: (1) In the social TV viewing condition, video advertisements on the second screen led to better advertising effectiveness; (2) in the individual TV viewing condition, picture advertisements on the second screen led to better advertising effectiveness; and (3) gratifications from media use partially mediated viewing conditions and advertising effectiveness.

Author Biographies

Cheng-Hsuan Lin, Cheng-Hsuan Lin received her M.A. degree in Communication Studies from National Chiao Tung University, Taiwan.

Cheng-Hsuan Lin received her M.A. degree in Communication Studies from National Chiao Tung University, Taiwan. Her research interests include advertising effects, social media use with emphasis on social TV, and media multitasking behaviors. She has presented conference papers at the International Communication Association Conference in Washington, D.C., in 2019 and the Cyber Culture and Information Society Conference in Taiwan, in 2016.

Hui-Fei Lin, Graduate Institute of Mass Communication, National Taiwan Normal University, Taipei, Taiwan, R. O. C.

Hui-Fei Lin (PhD, Pennsylvania State University) is an Associate professor in the Graduate Institute of Mass Communication, National Taiwan Normal University, Taiwan, R. O. C.. Her research focuses on advertising and strategic communications. She has presented numerous research papers on topics such as message framing, new media advertising and communication technology, and has published research papers in several journals including International Journal of Advertising, Expert Systems with Applications, Journal of Internet Technology, Journal of E-Business, Journal of Design, Symmetry, Sustainability, Information Society Research, Marketing Review, among others.Correspondence concerning this article should be addressed to the second author at huifeilin@ntnu.edu.tw. Phone: 886-2-7734-5415. Address: No. 162, Sec.1, Hoping East Rd., Taipei 106, Taiwan, R.O.C.

Benjamin Yeo, Albers School of Business and Economics, Seattle University, USA.

Benjamin Yeo (Ph.D., Pennsylvania State University) is an Assistant Professor at the Albers School of Business and Economics, Seattle University. His primary research interest is on the impact of technology and investments on industry and regional performance. He has published research articles in the International Journal of Information Management, the Journal of Global Information Management, and Information Technology for Development, among others.

Pei-Chih Lin, Mentor of International Bachelor Degree Program, National Tsing Hua University, Taiwan, R. O. C.

Pei-chih Lin (PhD, Shih Hsin University) is a Mentor in both Global Program and International Bachelor Degree Program, National Tsing Hua University, Taiwan, R. O. C.. Research interests are in interpersonal and intercultural communication. She has published research papers in journals including Journal of e-Business.

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Published

2021-03-14

Issue

Vol. 15 (2021)

Section

Articles

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