Impacts of Media Multitasking on Advertising Effectiveness - The moderating role of Sexual Advertising Appeal
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School of Business |
Bachelor's thesis
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Date
2020
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Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
69 + 13
Series
Abstract
The thesis starts with an analysis of literature to comprehend the existence of opposing opinions on the influence of sexual appeal as well as media multitasking. Next, using data collected through the experiment, the study continues with testing three hypotheses on the relationship between study-focused constructs. The hypotheses are developed based on the stream of previous research to bridge the gap in the existing literature. The results from the experiment with a sample of 82 participants, randomly assigned to two groups, confirm one-third of the proposed hypotheses and attempt to answer all research questions. Theoretical and managerial implications are finally discussed following the findings.Description
Thesis advisor
Shukla, PauravKeywords
advertising effectiveness, sexual advertising appeal, marketing, media multitasking