Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness (eBook)

Dr. Lena Hoeck (Autor)

Prof. Dr. Martin Spann (Herausgeber)

eBook Download: EPUB

2019 | 1. Auflage
188 Seiten
Books on Demand (Verlag)
978-3-7504-7223-5 (ISBN)

Infos

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. An 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. The 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.

Lena Hoeck was a research assistant at the Institute of Electronic Commerce and Digital Markets at the Ludwig-Maximilians-Universität München, Germany and received her PhD from this institution in 2019. She holds a B.Sc. (2012) and M.Sc. (2014) in Business Administration, and a Master of Business Research (2018) from the Ludwig-Maximilians-Universität München. Moreover, she graduated from the Center for Digital Technology and Management (CDTM), a joint institution of the Ludwig-Maximilians-Universität München (LMU) and the Technische Universität München (TUM).

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II Article 1

Drivers of Media Multi-Screen Behavior and Outcomes:
A Systematic Literature Review1

Abstract

Media multi-screening describes the simultaneous use of media on multiple screen-based devices and is a widespread phenomenon. Extant research has been published on the topic of media multi-screening. However, prior literature has focused on factors that either drive media multi-screen behavior or outcomes. No prior work has studied which factors simultaneously drive both media multi-screen behavior and outcomes. Thus, the goal of this paper is to bridge the two research streams and to identify, classify, and compare the driving factors of multi-screen behavior and outcomes. To this end, we conduct a systematic literature review. We follow a multidisciplinary approach including research articles from various disciplines, such as marketing, information systems, psychology, and communication studies. Our final sample contains 64 publications from high impact journals and conference proceedings. Subsequently, we structure the findings on the driving factors of media multi-screen behavior and outcomes into four main categories of factors: consumer-related, context-related, content-related and screen-related. Based on our analysis, we outline directions for future research.

Keywords: Multi-Screening, Media Multitasking, Literature Review

1 Introduction

Media usage of US consumers amounts to 11 hours per day. The majority of this media usage time is spent on one or multiple screen-based devices, such as the television (TV) and smartphone (Nielsen 2018).

Frequently, consumers are using multiple media and screen-based devices simultaneously, e.g., watch TV and use social media on the smartphone. The behavior of simultaneously using multiple media on screen-based devices is termed media multi-screening. According to industry reports, media multi-screening is a widespread behavior. For instance, 81 % of consumers regularly use another screen-based device while watching TV (Interactive Advertising Bureau 2017).

There are numerous published studies on media multi-screening, which can broadly be categorized into two major research streams. The first stream of research focuses on understanding media multi-screen behavior and its driving factors. For instance, prior studies in this research stream consider factors that drive media multi-screening choice and intensity and aim to explain heterogeneity in media multi-screen behavior with factors such as consumer and media characteristics (e.g., Wang et al. 2015). In contrast, the second stream of research focuses on the consequences of media multi-screen behavior. Most of the prior studies in this research stream found negative effects of media multi-screen behavior on cognitive outcomes (e.g., memory of content), but positive effects on affective outcomes (e.g., enjoyment of content). This research stream also studies how heterogeneity of outcomes can be explained by different factors (e.g., Jeong and Hwang 2016).

Hence, both research streams consider factors that explain consumers’ multi-screen behavior and outcomes. However, there has been no prior study that bridges the two research streams by identifying, classifying, and comparing the factors that drive both multi-screen behavior and its outcomes.

Thus, the goal of this paper is to systematically review the two streams of literature and extract the relevant driving factors for both multi-screen behavior and outcomes. Moreover, we aim to classify and structure the factors, and provide a concise overview and discussion of each of these factors. Further, based on these analyses, the objective of this paper is to identify opportunities for future research.

We compile a multidisciplinary analysis including papers from various disciplines, e.g., communication studies, information systems, management, marketing, and psychology. We categorize our findings into four main categories of driving factors: consumer-related, context-related, content-related, and screen-related.

This paper is structured as follows: Section 2 presents our methodological approach to identify the relevant literature. Section 3 outlines the classification framework used to analyze the literature. Section 4 presents the descriptive results of our literature review, followed by our main results on the four types of factors. Section 5 outlines an agenda for future research. Section 6 concludes our paper.

2 Methodology

To compile the overview of the driving factors on multi-screen behavior and outcomes, we follow the procedure suggested by Webster and Watson (2002), which contains 1) a definition of the research disciplines, 2) the respective publication outlets, 3) a specification of the appropriate databases, and 4) a determination of the keywords. See Dechant (2016) and Nägelein (2018) for a similar approach.

First, we determine the relevant disciplines and publication outlets. The phenomenon of multi-screening can be looked at from different angles. For instance, the goal of psychology scholars is to understand cognitive processing of multi-screen contents. In turn, communication studies are interested in media content and audience factors, and marketing research focuses on studying the effectiveness of advertising placed within media. To provide a holistic overview, we aim to an interdisciplinary literature search and include journals from the following disciplines: communication studies, information systems, management, marketing, and psychology.

Second, we identify the relevant target outlets for the aforementioned disciplines. As outlets, we consider journal publications and conferences proceedings as long as they match our quality criteria described hereafter. First, for business-related disciplines, we use the VHB-JOURQUAL 3 rating (last updated in 2015). It has been widely accepted and is frequently used in evaluating a journal’s quality (Schrader and Hennig-Thurau 2009). We limit our search to the categories of “management”, “marketing” and “information systems” and we only consider journals rated A+, A, or B. The same criteria are applied to conferences proceedings. Second, since VHB-JOURQUAL only focuses on business-related publication outlets, we use the Journal Citation Report (JCR) by Thomson Reuters for the remaining disciplines. The JCR computes a journal’s impact factor by taking into account the average number of citations that an article published in this journal receives. We only consider journals with an impact factor of 2 or higher.

Third, we define the databases used to identify relevant articles according to the criteria mentioned above. We use four different databases: EBSCO, Web of Science, Elsevier, and AISel.

Fourth, we compile a list of thematically relevant keywords: 1) “Media Multitasking”, 2) “Multitasking” 3) “Second Screen” as well as “Second Screening”, 4) “Media Multi-screening” as well as “Multi-screening”, and 5) “Interactive Television”.

Once we obtain search results based on the defined keywords, we do a manual scan of each article’s contents and include it in our sample if it matches the following selection criteria. We only consider media multitasking that involves screen-based media, e.g. TV, Web, rather than media multitasking that involves, e.g., radio or print media. However, we consider both media multi-screening on different and on the same screen-based devices, e.g., via a split-screen or interactive overlays on TV (Samsung 2018). Moreover, we only consider articles that deal with simultaneous and not with sequential multi-screening. In addition, we only include papers that deal with human multi-screening and therefore exclude interactions of computers or machines. Furthermore, we only consider articles that deal with multi-screening with media contents, rather than, e.g., work-related multi-screening. Finally, we only include an article if an English language manuscript is available and if it is a completed research paper. For conference papers, we include them if a full proceedings paper is available online.

The final sample obtained by using this methodology yields 60 journal publications and 4 conference proceedings.

3 Classification Framework

We develop a framework to summarize and categorize the various factors that were studied in prior literature. We rely on literature from communication studies and marketing to develop our framework. The first three main categories of our framework are derived from prior studies on media and audience factors (e.g., Kononova and Chiang 2015; Voorveld and Viswanathan 2015) as well as marketing communication (e.g, Batra and Keller 2016). As our work deals with the influence of media usage on screen-based devices, we add a fourth category that is only dedicated to the influence related to these devices. In conclusion, we use four categories to structure the results of our literature analysis (cf. sections 4.2 to 4.5). The framework is depicted in figure 1.

Figure 1: Classification framework of factors influencing multi-screen behavior and outcomes

First, consumer-related factors describe individual consumer differences such as sociodemographic factors, traits, and, preferences, which can influence how consumers use and process media under multi-behavior (e.g., Kononova and Chiang 2015). Second, context-related factors consider how different contextual factors, e. g., place...

Produkt-Details

• Erscheint lt. Verlag: 3.12.2019
• Sprache: englisch
• Themenwelt: Wirtschaft
• ISBN-10: 3-7504-7223-8 / 3750472238
• ISBN-13: 978-3-7504-7223-5 / 9783750472235