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How media multitasking reduces advertising irritation: the moderating role of the Facebook wall

Emma Beuckels (UGent) , Veroline Cauberghe (UGent) and Liselot Hudders (UGent)
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Abstract
This experimental study examined the impact of media multitasking on the perceived irritation towards TV advertising. The moderating role of media type and the mediating role of self-esteem were tested. The results indicated a decrease of state self-esteem while media multitasking, which in turn resulted into lower irritation towards TV advertising. However, this was only the case for the participants using a social network site (Facebook), but not for the ones using a traditional media type (online article) while watching TV.
Keywords
Advertising effectiveness, Media multitasking, Self-esteem, Advertising Irritation, Social Network Sites

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Citation

Please use this url to cite or link to this publication:

MLA
Beuckels, Emma, et al. “How Media Multitasking Reduces Advertising Irritation: The Moderating Role of the Facebook Wall.” 15th International Conference on Research in Advertising, 2016.
APA
Beuckels, E., Cauberghe, V., & Hudders, L. (2016). How media multitasking reduces advertising irritation: the moderating role of the Facebook wall. 15th International Conference on Research in Advertising. Presented at the 15th International Conference on Research in Advertising (ICORIA), Ljubljana, Slovenia.
Chicago author-date
Beuckels, Emma, Veroline Cauberghe, and Liselot Hudders. 2016. “How Media Multitasking Reduces Advertising Irritation: The Moderating Role of the Facebook Wall.” In 15th International Conference on Research in Advertising.
Chicago author-date (all authors)
Beuckels, Emma, Veroline Cauberghe, and Liselot Hudders. 2016. “How Media Multitasking Reduces Advertising Irritation: The Moderating Role of the Facebook Wall.” In 15th International Conference on Research in Advertising.
Vancouver
1.
Beuckels E, Cauberghe V, Hudders L. How media multitasking reduces advertising irritation: the moderating role of the Facebook wall. In: 15th International Conference on Research in Advertising. 2016.
IEEE
[1]
E. Beuckels, V. Cauberghe, and L. Hudders, “How media multitasking reduces advertising irritation: the moderating role of the Facebook wall,” in 15th International Conference on Research in Advertising, Ljubljana, Slovenia, 2016.
@inproceedings{7202431,
  abstract     = {{This experimental study examined the impact of media multitasking on the perceived irritation towards TV advertising. The moderating role of media type and the mediating role of self-esteem were tested. The results indicated a decrease of state self-esteem while media multitasking, which in turn resulted into lower irritation towards TV advertising. However, this was only the case for the participants using a social network site (Facebook), but not for the ones using a traditional media type (online article) while watching TV.}},
  author       = {{Beuckels, Emma and Cauberghe, Veroline and Hudders, Liselot}},
  booktitle    = {{15th International Conference on Research in Advertising}},
  keywords     = {{Advertising effectiveness,Media multitasking,Self-esteem,Advertising Irritation,Social Network Sites}},
  language     = {{eng}},
  location     = {{Ljubljana, Slovenia}},
  pages        = {{10}},
  title        = {{How media multitasking reduces advertising irritation: the moderating role of the Facebook wall}},
  year         = {{2016}},
}