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

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

doi:10.1007/978-3-319-26647-3_184

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

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

Department of Sport Management

Research output: Chapter in Book/Entry/Poem › Chapter

Abstract

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 language	English (US)
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	849-853
Number of pages	5
DOIs	https://doi.org/10.1007/978-3-319-26647-3_184
State	Published - 2016

Publication series

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

Keywords

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

ASJC Scopus subject areas

Marketing
Strategy and Management

Access to Document

10.1007/978-3-319-26647-3_184

Cite this

Jensen, J. A., Cobbs, J. B., Walsh, P., & Turner, B. A. (2016). Investigating the Impact of Technology Use on the Efficacy of Broadcast Brand Integration. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 849-853). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-26647-3_184

Investigating the Impact of Technology Use on the Efficacy of Broadcast Brand Integration. / Jensen, Jonathan A.; Cobbs, Joe B.; Walsh, Patrick et al.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2016. p. 849-853 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Entry/Poem › Chapter

Jensen, JA, Cobbs, JB, Walsh, P & Turner, BA 2016, Investigating the Impact of Technology Use on the Efficacy of Broadcast Brand Integration. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 849-853. https://doi.org/10.1007/978-3-319-26647-3_184

Jensen JA, Cobbs JB, Walsh P, Turner BA. Investigating the Impact of Technology Use on the Efficacy of Broadcast Brand Integration. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature. 2016. p. 849-853. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-26647-3_184

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

Abstract

Publication series

Keywords

ASJC Scopus subject areas

Access to Document

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