Examining Consumers’ Multiplatform Usage And Its Contribution to Their Trust in Advertising
通过两项研究，考察消费者在不同数字平台上的使用频率差异，发现平台使用频率影响消费者对广告的信任，且年龄起重要作用。
<h3>ABSTRACT</h3> 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 consumers9 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 consumers9 trust in advertising. Age also played a meaningful role. The authors offer further theoretical explanations and managerial implications.