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Examining Consumers' Multiplatform Usage And Its Contribution to Their Trust in Advertising

The Impact of the Device on Platform-Use Frequency And Trust in Advertising across Platforms

Kristin Stewart, Isabella Cunningham
DOI: 10.2501/JAR-2017-003 Published 24 February 2017
Kristin Stewart
California State University, San Marcos,
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  • For correspondence: kstewart@csusm.edu
Isabella Cunningham
University of Texas at Austin,
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  • For correspondence: isabella.cunningham@austin.utexas.edu
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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

Journal of Advertising Research: 62 (4)
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Examining Consumers' Multiplatform Usage And Its Contribution to Their Trust in Advertising
Kristin Stewart, Isabella Cunningham
Journal of Advertising Research Feb 2017, JAR-2017-003; DOI: 10.2501/JAR-2017-003

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Examining Consumers' Multiplatform Usage And Its Contribution to Their Trust in Advertising
Kristin Stewart, Isabella Cunningham
Journal of Advertising Research Feb 2017, JAR-2017-003; DOI: 10.2501/JAR-2017-003
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