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- W2403341570 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." @default.
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- W2403341570 date "2016-01-01" @default.
- W2403341570 modified "2023-09-24" @default.
- W2403341570 title "How media multitasking reduces advertising irritation: the moderating role of the Facebook wall" @default.
- W2403341570 hasPublicationYear "2016" @default.
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