The Effect of Program Genre on Modes of Media Multitasking and Ad Processing
Despite many studies on the effect of MM on advertising, previous studies on MM considered MM a homogenous phenomenon. Further, whether and how media-related factors predict different modes of MM and how this behavior affects ad processing has been unknown. To fill this gap, the purpose of this stud...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2022-01-01
|
| Series: | SHS Web of Conferences |
| Subjects: | |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2022/02/shsconf_ies2021_01019.pdf |