The purpose of this research is to review the extant literature on mobile advertising
systematically and to carry out a comprehensive analysis of research in this emerging field …

Media multitasking became increasingly popular over the past decade. As this behavior is
intensely taxing cognitive resources, it has raised interest and concerns among academics …

The amount of literature on the effects of disclosing sponsored content has increased greatly
in recent years. Although the literature provides valuable insights into the effects of …

We have designed this book to support courses in consumer behaviour at Master's level. It is
also suited to more advanced teaching at first-degree level. Our intended audience is those …

Adopting a meta-analysis approach, this study synthesises the quantitative literature on
mobile advertising and proposes a meta-analytic conceptual model that shows the …

Recent studies have demonstrated that the brain activity of a group of people can be used to
forecast choices at the population level. In this study, we attempted to neuroforecast …

Creative media advertising is a specific type of unconventional advertising in which a
regular physical object serves as a medium to carry an advertising message. To better …

Purpose Smartphone multitasking behavior has become prevalent in our daily lives, yet
factors influencing smartphone multitasking behavior have not been fully investigated. This …

Despite the knowledge that women engage more frequently in multitasking than men when
using media devices, no study has explored how multitasking impacts the brand attitude of …

People have always depended on the mass media for information and entertainment. With
mobile devices and easy access to the internet, people are now in constant connection with …