{"product_id":"multi-screen-behavior-implications-on-media-usage-and-advertising-effectiveness-von-lena-hoeck-dr-lena-hoeck","title":"Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness","description":"The spread and use of screen-based devices have been steeply increasing with new types of screen-based devices such as tablets, e-readers, and screen-based wearable devices (e.g., Smartchwatches) being introduced to the market. Moreover, traditional screen-based devices such as the television (TV) have been merged with Internet technologies.\n\nAn industry particularly affected by this increasing use of screen-based devices is the media industry. For instance, consumers frequently use multiple screen-based devices in parallel, switching back and forth between devices. The key objective of this cumulative dissertation is to provide insights into the implications of multi-screen behavior for the media industry. More specifically, we analyze the effect of multi-screen behavior on media usage behavior and on the effectiveness of advertising placed in different media. We conduct empirical analyses to show how consumers' interaction with different screen-based devices influences substantive consumer behavior.\n\nThe results of this dissertation contribute to previous research by (1) leading to a better understanding of the behavioral outcomes of multi-screen behavior, (2) providing knowledge about the mediation and moderation effects of multi-screen behavior on media usage and advertising effectiveness, and (3) applying novel research methodologies that contribute to the understanding of multi-screen behavior at the individual-level and in a more natural research setting.\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783748194293\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783748194293","offer_id":39450269122653,"sku":"9783748194293","price":49.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/f8f1ff5f-6981-40fc-97ef-eff9e39f073c.jpg?v=1746421983","url":"https:\/\/shop.autorenwelt.de\/en\/products\/multi-screen-behavior-implications-on-media-usage-and-advertising-effectiveness-von-lena-hoeck-dr-lena-hoeck","provider":"Autorenwelt Shop","version":"1.0","type":"link"}