ABSTRACT
Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content. With so many platforms at consumers' disposal, advertisers struggle to track the usage of each platform and the response to advertising on it. Marketers aim to reach, resonate with, and evoke a reaction from the right audience at the right time, which increases the importance of multiplatform metrics. In two studies, this research examined usage and response metrics across platforms. Use frequency varied across platforms and contributed to consumers' trust in advertising. Age also played a meaningful role. The authors offer further theoretical explanations and managerial implications.
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Vol 62 Issue 4
