Media saturation and the convergence of technologies have led to an increase in a combined use of different media (e.g., using a smartphone and watching TV). This phenomenon is known as media multitasking and describes situations when consumers consume multiple media at the same time. Media multitasking could impact the way communication, such as advertisements, is processed. This theme investigates 1) why and how people engage in media multitasking, 2) whether and how media multitasking influences the processing and effects of media content (e.g., are consumers more/less influenced by advertisements when they engage in media multitasking?), and 3) whether and how media multitasking effects could be improved, for example, by offering related content on multiple screens.
- Jeong, S., & Hwang, Y. (2016). Media multitasking effects on cognitive vs. attitudinal outcomes: A meta-analysis. Human Communication Research, 42, 599-618.
- Voorveld, H. A. M., Segijn, C. M., Ketelaar, P., & Smit, E., G. (2014). Investigating the prevalence and predictors of media multitasking across countries. International Journal of Communication, 8, 2755-2777.
- Segijn, C. M., Voorveld, H. A. M., & Smit, E. G. (2016). The underlying effects of multiscreening. Journal of Advertising, 45, 391-402.