Investigating the Impact of Technology Use on the Efficacy of Broadcast Brand Integration

Jonathan A. Jensen, Joe B. Cobbs, Patrick Walsh, Brian A. Turner

Research output: Chapter in Book/Entry/PoemChapter


Rapid advances in technology have influenced the ways in which consumers experience live events, both in person and via television. One of the most prevalent of recent trends has been an increase in the use of “second screens,” or the simultaneous consumption of an event and use of an electronic device, such as a smartphone or tablet (Galily 2014). A recent study of US consumers found that 86 % said they participated in multitasking during television consumption, up from 72 % in 2011 (Deloitte 2014). Research has suggested that this trend is particularly pervasive among sport fans (Gantz and Lewis 2014). There are a number of entertainment options available to sports fans via such devices, including accessing statistical information about the event, viewing other camera angles, and participating with other fans on social media.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages5
StatePublished - 2016

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Brand Attitude
  • Brand Awareness
  • Live Event
  • Mere Exposure Effect
  • Significant Multivariate Main Effect

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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