{"product_id":"multi-screen-behavior-implications-on-media-usage-and-advertising-effectiveness-paperback","title":"Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eProf Martin Spann\u003c\/b\u003e (Editor), \u003cb\u003eLena Hoeck\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eThe 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.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003eMartin Spann is a Professor of Electronic Commerce and Digital Markets at Ludwig-Maximilians-Universität (LMU) München - Munich School of Management. Further, he serves as Dean of Research of the Munich School of Management, Director of the LMU Center for Advanced Management Studies (LMU CAMS), and board member of the Center for Digital Technology and Management (CDTM). He is a member of the National Research Council of the Swiss National Science Foundation (SNSF). He studied Economics at the University of Kiel and earned his PhD (2002) as well as his Habilitation (2005) from Goethe University Frankfurt. From 2005 to 2010, he was a Professor of Marketing and Innovation at the University of Passau. He has been a visiting scholar\/professor at New York University (NYU), the University of California at Los Angeles (UCLA), the University of Technology, Sydney (UTS), the University of Southern California (USC) and Bocconi University in Milan, Italy.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 188\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.4 x 8.27 x 5.83 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e November 15, 2019\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":47431087128797,"sku":"9783748194293","price":101.92,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0811\/9867\/8237\/files\/Y2EzRDRiVnU3VUgxL0ovbnQ4dUZudz09.webp?v=1771326619","url":"https:\/\/handfulofbooks.com\/products\/multi-screen-behavior-implications-on-media-usage-and-advertising-effectiveness-paperback","provider":"Handful of Books","version":"1.0","type":"link"}