1. Repositorio Digital de Consejo de Comunicacion
  2. Documentos sobre libertad de expresión y derechos conexos
  3. Documentos internacionales sobre libertad de expresión y derechos conexos
Por favor, use este identificador para citar o enlazar este ítem: https://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/9215
Registro completo de metadatos
Campo DC Valor Lengua/Idioma
dc.contributor.authorLin, Cheng-
dc.contributor.authorLin, Hui-
dc.contributor.authorYeo, Benjamin-
dc.contributor.authorLin, Pei-
dc.date.accessioned2025-04-04T19:45:47Z-
dc.date.available2025-04-04T19:45:47Z-
dc.date.issued2021-
dc.identifier.citationLin, C., Lin, H., Yeo, B., and Lin, P. (2021). The Influence of Social TV Multitasking Behavior on the Effectiveness of Cross-Media Advertising. International Journal Of Communication, 15, 25. https://ijoc.org/index.php/ijoc/article/view/15195/3399es_ES
dc.identifier.issn1932-8036-
dc.identifier.urihttps://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/9215-
dc.description.abstractSocial 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.es_ES
dc.language.isoenes_ES
dc.publisherInternational Journal of Communicationes_ES
dc.subjectmediaes_ES
dc.subjectproductes_ES
dc.subjecttves_ES
dc.titleThe Influence of Social TV Multitasking Behavior on the Effectiveness of Cross-Media Advertisinges_ES
dc.title.alternativeInternational Journal of Communicationes_ES
dc.typeArticlees_ES
Aparece en las colecciones: Documentos internacionales sobre libertad de expresión y derechos conexos

Ficheros en este ítem:
Fichero Descripción Tamaño Formato  
The influece of social tv.pdfThe influence of social1,02 MBAdobe PDFVisualizar/Abrir
Mostrar el registro sencillo del ítem


Los ítems de DSpace están protegidos por copyright, con todos los derechos reservados, a menos que se indique lo contrario.