RT Journal Article
SR Electronic
T1 Examining Consumers' Multiplatform Usage And Its Contribution to Their Trust in Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2017-003
DO 10.2501/JAR-2017-003
A1 Stewart, Kristin
A1 Cunningham, Isabella
YR 2017
UL http://www.journalofadvertisingresearch.com/content/early/2017/02/22/JAR-2017-003.abstract
AB 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.