Online,mixed, and offline media multitasking: Role of cultural,socio-demographic,and media factors

This study examined the role of cultural and socio-demographic factors in predicting frequency of media multitasking behavior in three contexts based on the nature of media combination. A model was proposed to study these relationships; group-level cultural factors and socio-demographic factors were incorporated as exogenous variables, and media ownership, preference for multitasking, and frequencies of online, mixed, and offline media multitasking were included as endogenous variables. Data was collected using an online survey. Results indicated that both age and education significantly influenced online multitasking but for offline multitasking behavior, only age had a significant influence. Media ownership and one of the four group-level cultural factors predicted preference for multitasking, and preference for multitasking predicted frequency of media multitasking in all three contexts. Overall, findings highlight the role of cognitive factors as predictors of online media multitasking behavior. Findings also point towards the importance of individual's preference for multitasking in predicting media multitasking behavior across online, offline, and mixed media multitasking contexts.     

Media multitasking during political news consumption: A relationship with factual and subjective political knowledge

Growth of digital, social, and mobile media has enabled engagement with multiple media activities during news consumption in a more efficient and synchronous fashion than before. This study investigates whether media multitasking activities while consuming political news affects individuals' levels of subjective and factual political knowledge. Results from a Web survey of online panel members show that on the whole, pairwise and bundled forms of media multitasking are negatively related to factual political knowledge. Also, those who engage in media multitasking are more likely to report that they are politically knowledgeable but they do not know about politics as much as they think they do. Implications are discussed for media multitasking and an informed citizenry.     

Can students really multitask? An experimental study of instant messaging while reading

Students often “multitask” with electronic media while doing schoolwork. We examined the effects of one form of media often used in such multitasking, instant messaging (IM). We predicted that students who engaged in IMing while reading a typical academic psychology passage online would take longer to read the passage and would perform more poorly on a test of comprehension of the passage. Participants were randomly assigned to one of three conditions (IM before reading, IM during reading, or no IM). We found that students took significantly longer to read the passage when they IMed during reading (not including time taken to IM) than in other conditions. However, test performance did not differ by condition. Students who are managing busy lives may think they are accomplishing more by multitasking, but our findings suggest they will actually need more time to achieve the same level of performance on an academic task.     

网络广告策略研究

网络是自电视发明后诞生的新兴媒体,伴随着国际互联网的逐渐扩大与网络操作技术的日趋完善,电子商务和网络营销迅速崛起,网络广告投放的步伐也随之加快。各种网络广告通过图文信息的视觉整合,不断推出令人赏心悦目的界面效果,给广大浏览者以强烈的视觉冲击和吸引力。网络广告的优势也越来越被广告主所看好。网络广告也由于其交互直接、反馈及时、覆盖面广、无时空差异、针对性强、便于统计、费用低廉等继电视、广播、报纸、杂志和户外广告之后的又一强势媒体。     

Multitasking across generations: Multitasking choices and difficulty ratings in three generations of Americans

This study investigated whether changes in the technological/social environment in the United States over time have resulted in concomitant changes in the multitasking skills of younger generations. One thousand, three hundred and nineteen Americans from three generations were queried to determine their at-home multitasking behaviors. An anonymous online questionnaire asked respondents to indicate which everyday and technology-based tasks they choose to combine for multitasking and to indicate how difficult it is to multitask when combining the tasks. Combining tasks occurred frequently, especially while listening to music or eating. Members of the “Net Generation” reported more multitasking than members of “Generation X,” who reported more multitasking than members of the “Baby Boomer” generation. The choices of which tasks to combine for multitasking were highly correlated across generations, as were difficulty ratings of specific multitasking combinations. The results are consistent with a greater amount of general multitasking resources in younger generations, but similar mental limitations in the types of tasks that can be multitasked.     

基于印象空间的互联网广告效果评价

互联网广告效果评价是网络营销的核心问题,评价方法存在信息源单一、无差别假、全局假设等问题,对互联网广告效果评价提出了巨大挑战。寻找一种全新的衡量互联网广告效果的评价指标成为亟待解决的任务。首先,创新地提出印象空间概念,作为更有效的网页广告效果评价指标,以解决信息源单一问题;其次,分析用户类型、行为方式、行为过程等特征对互联网广告效果评价标准的影响,消除用户无差异假设所造成的评价偏差;再次,引入网页的局部性特征,分析页面布局、广告与页面内容相关性等因素对互联网广告效果的影响,以消除全局性假设;最后,构建基于多模态特征的印象空间模型来预测互联网广告效果。实验结果表明,提出的印象空间对互联网广告质量评价的准确率显著提升,达到92.4％。而且印象空间模型的预测结果不仅更加准确科学,而且具有明显的可解释性。     

Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment

The study examines consumer responses to SMS-based mobile advertising campaigns using a field experiment with actual behavioral responses. Specifically, the effects of message characteristics (i.e., incentives and prior permission) and individual differences of message recipients (i.e., content involvement, prior experience with the mobile medium, and medium-fit perceptions) on the attitudinal and behavioral outcomes of such campaigns are investigated. Perceived intrusiveness of the message and attitude toward the campaign are conceptualized as key attitudinal reactions triggered by a mobile advertising message, which in turn influence the behavioral responses generated by the campaign. Findings suggest that, in comparison to permission and incentive, individual differences are stronger determinants of responses to mobile advertising campaigns. Additionally, intriguing insights with respect to the effectiveness of different types of incentives are provided.     

Google: Das weltweit erste „Information Utility“?

In only ten years, Google has achieved remarkable success from online search-based advertising. Its search engine is dominant, and its IT infrastructure is the most powerful computing system in the world running on over one million computers and serving more than one billion users globally. Google makes money by using its search engine to deliver online advertising alongside responses to user searches for information, goods, maps, directions, and a host of other services. Its capabilities make it likely to become the world’s first information utility – a concept similar to electric utilities that provide services to many corporations and individuals alike. Constant innovation is the key to Google’s success and offers lessons for other companies: hire talented people, have them work in small teams, and give them freedom to excel, but use a rigorous data-based approach to evaluating results and making course adjustments.     

If I choose when to switch: Heavy multitaskers remember online content better than light multitaskers when they have the freedom to multitask

The present study explored the effects of switching between reading an online article and checking Facebook on recognition memory, moderated by polychronicity, or preference for multitasking. The results of the study indicated that participants recognized online information less efficiently when they were required to check Facebook (forced multitasking) and when they could choose to check Facebook if and when they wanted (voluntary multitasking) compared with the control, non-multitasking, condition. I.e., the opportunity to multitask interfered with the efficiency of online information processing as much as actual multitasking. Polychronicity was a significant moderator of the multitasking effects. Low polychronics were negatively affected by multitasking to a greater extent than high polychronics. Their article recognition levels were lower than those of high polychronics. Two recognition measures derived from the signal detection theory: recognition sensitivity and criterion bias, were used. The study indicated that forced and voluntary multitasking affected high and low polychronics differently. Low polychronics showed greater cognitive effort than high polychronics when they engaged in voluntary media multitasking, while the amount of cognitive resources allocated to processing increased in high polychronics in the non-multitasking (control) condition. When high polychronics did not have control over switching to Facebook (forced multitasking), their recognition of the online article content decreased. Theoretical, methodological, and managerial implications of the study are discussed.     

An empirical test to forecast the sales rank of a keyword advertisement using a hierarchical Bayes model

Online advertising (ad) is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Not surprisingly, how to predict the effectiveness of online advertising has gained lots of research attention. This study introduces the hierarchical Bayesian analysis to the online advertising effect model involving competition with other products. It developed a competition model with a time-decaying effect that is applicable for the sales-rank data in the online marketplace. The proposed model formalizing the hierarchical structure has performed better than the reduced model without having random effect components. It captures the heterogeneous advertising responses across the products as well as search keywords. Our results have implications for online advertising effect measurement, and may help guide advertisers in decision-making.     

基于Web日志挖掘的个性化网络广告模型

网络广告的飞速发展使得广告的效果越来越受重视。通过研究如何从Web日志中挖掘出用户对于网络广告的交互行为,设计出个性化网络广告系统。对提高网络广告平台的效益,增强网络广告效果具有重要的意义。     

Why Do People Watch Multiscreen Videos and Use Dual Screening? Investigating Users’ Polychronicity,Media Multitasking Motivation,and Media Repertoire

ABSTRACT

Despite growing multiscreen video-consumption worldwide, scant research has examined the relationship between users’ personal traits and their behaviors when using various devices for passive viewing and active communicative and social interactions. This study investigates how multiscreen users’ polychronicity, media multitasking motivations, and media repertoire influence passive multiscreen video viewing and active dual screening on video-related interactions. A web survey recruited 600 Singaporean social media users with online video discussion experiences. Results show that passive multiscreen video viewing and dual screening use are both positively associated with respondents having higher polychronicity and larger media repertoire. Polychronicity and media repertoire show relatively stronger effects on dual screening use than passive multiscreen video viewing. As for demographic factors, Chinese ethnicity is associated with passive multiscreen video viewing. Younger respondents tend to use smartphones and computers as second devices for video-related matters, while males use more tablets for dual screening activities than females.     

Juggling on a high wire: Multitasking effects on performance

In this study, we develop a theoretical model that predicts an inverted-U relationship between multitasking and performance. The model is tested with a controlled experiment using a custom-developed application. Participants were randomly assigned to either a control condition, where they had to perform tasks in sequence, or an experimental condition, where they could discretionarily switch tasks by clicking on tabs. Our results show an inverted-U pattern for performance efficiency (productivity) and a decreasing line for performance effectiveness (accuracy). The results of this study indicate that the nature of the relation between multitasking and performance depends upon the metric used. If performance is measured with productivity, different multitasking levels are associated with an inverted-U curve where medium multitaskers perform significantly better than both high and low multitaskers. However, if performance is measured with accuracy of results, the relation is a downward slopping line, in which increased levels of multitasking lead to a significant loss in accuracy. Metaphorically speaking, juggling multiple tasks is much more difficult while balancing on a high wire, where performance mishaps can have serious consequences.     

An empirical test to measure the effectiveness of online advertising in online marketplaces using a hierarchical Bayes model

Online marketplace, taken the form of “open market” where a very large number of buyers and sellers participate, has occupied a rapid increasing position in e-commerce, which resulting in sellers’ increasing investment on online advertising. Hence, there is a growing need to identify the effectiveness of online advertising in the online marketplaces such as eBay.com. However, it is problematic to directly apply the existing online advertising effect models for click-through data of online marketplaces. Therefore, there is a need for developing a model to estimate the effectiveness of online advertising in online marketplace considering its characteristics. In this paper, we develop an analytical Bayesian approach to modeling click-though data by employing the Poisson-gamma distribution. Our results have implications for online advertising effect measurement, and may help guide advertisers in decision-making.     

Explicating multitasking with computers: Gratifications and situations

This study tries to test the theory of uses and gratifications and the theory of situated action as explanations of multitasking in computer-mediated communication. Based on the data collected from an online survey (N = 234), we find that as hypothesized, different gratifications and situations are connected to different types of multitasking in different ways. In particular, multimedia and work-related multitasking are primarily driven by instrumental gratifications whereas affective gratifications contribute to multimedia and interaction type of multitasking. Situational factors have less powerful influence compared to gratifications. However, there are clear differences that discern types of computer multitasking along the situational dimension.     

网络广告设计的移位思维

网络广告以最先进的姿态出现在广告媒体当中,它的产生和快速发展有着历史必然性,要想让网络广告带来更多的广告效益还需策划者从多方面进行思考,移位思维就是网络广告设计成功的法宝之一。     

The effectiveness of word of mouth in offline and online social networks

Social networks connect users to share thoughts and build friendships. The high degree of intimacy among users has made it a good venue for word-of-mouth (WoM) marketing. Admittedly there are some basic differences, but this study focuses on the effectiveness of WoM marketing in offline and online social networks. A system was developed to simulate offline and online networks using small-world (SW) and scale-free (SF) networks, respectively. An offline network was found to be more effective in promoting a product with a fixed advertising budget and in selling higher margin products than an online network. However, if customers have diversified backgrounds and are strongly opinionated, an online network is a better venue. These findings can be used as guidelines to determine the appropriateness of moving WoM marketing from offline to online networks.     

Social Media Advertising through Private Messages and Public Feeds: A Congruency Effect between Communication Channels and Advertising Appeals

This paper investigates the effectiveness of agentic and communal advertising appeals delivered through two IT-enabled communication channels (private messages and public feeds) on social media. Drawing on the prior literature, we propose a congruency effect of advertising appeals and channels on advertisement effectiveness. The results of three experiments show that agentic appeals delivered through public feeds generate favorable advertisement attitudes, and the effect is mediated by consumer self-efficacy perception. Communal appeals delivered through private messages engender positive advertisement attitudes, and the effect is mediated by consumer social self-efficacy perception. The findings provide implications to firms in social media advertising strategies.     

Cultural Effects on Use of Online Social Media for Health-Related Information Acquisition and Sharing in Taiwan

The aims of this study were to use the technology acceptance model to examine how the cultural characteristics of social media users in Taiwan affect their use of social media for acquiring and sharing health-related information and to examine how their use of online social media benefits their social relationships and health self-efficacy. The research model in this quantitative cross-sectional study was tested with data collected from 321 active Facebook users in Taiwan. All three cultural characteristics/dimensions considered in the research model (masculinity, collectivism, and uncertainty avoidance) significantly affected the perceived usefulness and the perceived ease of using the online social media platform. However, masculinity had a significant positive effect on perceived usefulness but not on perceived ease of use. These results imply that technology tools for people in high masculinity cultures should be designed to maximize the effectiveness of the technology for achieving goals rather than to maximize the ease of using the technology. On the other hand, the use of online social media for acquiring and sharing health-related information significantly affected the social relationships of users but not their health self-efficacy. The results of this study imply that participants in online communities share health-related information not only to enhance their health but also to form strong social connections. This study proposes a new construct of technology acceptance, acquisition, and sharing of health-related information and investigates its effects on social relationships and health self-efficacy.     

Exploring the relationships between self-presentation and self-esteem of mothers in social media in Russia

Majority of parents use social media platforms, with young mothers being the most active users. Academic research has only recently started addressing the impact of social media on mothers, although they are one of the most engaged online audiences. Instagram and Facebook perceived as positive types of social media, where users post positive content to increase encouraging response from their subscribers and thus enhance their self-esteem. This also relates to mothers portraying positive self-presentation online, therefore enhancing their parental self-esteem. This study provides in-depth analysis of 23 popular online profiles of mothers with more than thirty thousand followers on Instagram and 12 interviews with socially active mothers. This work focuses on mothers in Russia. Research findings show mothers with children of pre-school age are the most regular users of social media. This is due to time availability, as majority of these mothers are on maternity leave and due to little knowledge in child related aspects, which leads to lower self-esteem. They often look for assurance in online community. Mothers that are more confident have positive attitude towards social media communication. Mothers with initially lower self-esteem feel under pressure to maintain positive image to be in line with other mothers' presentation on social media. Mothers find Facebook more informative and supportive vehicle of communication than Instagram.