{"product_id":"multi-screen-behavior-prof-martin-spann-9783748194293","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. 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Prof Martin Spann, Lena Hoeck\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 3748194293\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9783748194293\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Books on Demand\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 11\/13\/2019\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 188\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.51lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.27h x 5.83w x 0.40d","brand":"Prof Martin Spann","offers":[{"title":"Paperback","offer_id":44126315020543,"sku":"9783748194293","price":62.9,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_bf2aa8cc-4da9-48ce-b2c2-6e6d26778d60.jpg?v=1687447482","url":"https:\/\/www.whiterainbookhouse.com\/products\/multi-screen-behavior-prof-martin-spann-9783748194293","provider":"WR Book House","version":"1.0","type":"link"}