{"id":"https://openalex.org/W4311237447","doi":"https://doi.org/10.1080/13527266.2022.2154055","title":"The impact of sequential versus simultaneous media exposure on online advertising effectiveness","display_name":"The impact of sequential versus simultaneous media exposure on online advertising effectiveness","publication_year":2022,"publication_date":"2022-12-13","ids":{"openalex":"https://openalex.org/W4311237447","doi":"https://doi.org/10.1080/13527266.2022.2154055"},"language":"en","primary_location":{"id":"doi:10.1080/13527266.2022.2154055","doi":"https://doi.org/10.1080/13527266.2022.2154055","is_oa":false,"landing_page_url":"https://doi.org/10.1080/13527266.2022.2154055","pdf_url":null,"source":{"id":"https://openalex.org/S158451771","display_name":"Journal of Marketing Communications","issn_l":"1352-7266","issn":["1352-7266","1466-4445"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","erih-plus","jufo-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Communications","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5028568607","display_name":"Fotini Theodorakioglou","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I192756129","display_name":"University of Macedonia","ror":"https://ror.org/05fg6gr82","country_code":"GR","type":"education","lineage":["https://openalex.org/I192756129"]}],"countries":["GR"],"is_corresponding":true,"raw_author_name":"Fotini Theodorakioglou","raw_affiliation_strings":["University of Macedonia","Department of Business Administration, University of Macedonia, Thessaloniki, Greece"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Macedonia","institution_ids":["https://openalex.org/I192756129"]},{"raw_affiliation_string":"Department of Business Administration, University of Macedonia, Thessaloniki, Greece","institution_ids":["https://openalex.org/I192756129"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5038386499","display_name":"Leonidas Hatzithomas","orcid":"https://orcid.org/0000-0002-1478-725X","observed_orcids":["https://orcid.org/0000-0002-1478-725X"]},"institutions":[{"id":"https://openalex.org/I192756129","display_name":"University of Macedonia","ror":"https://ror.org/05fg6gr82","country_code":"GR","type":"education","lineage":["https://openalex.org/I192756129"]}],"countries":["GR"],"is_corresponding":false,"raw_author_name":"Leonidas Hatzithomas","raw_affiliation_strings":["University of Macedonia","Department of Business Administration, University of Macedonia, Thessaloniki, Greece"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Macedonia","institution_ids":["https://openalex.org/I192756129"]},{"raw_affiliation_string":"Department of Business Administration, University of Macedonia, Thessaloniki, Greece","institution_ids":["https://openalex.org/I192756129"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5084479119","display_name":"Christina Boutsouki","orcid":"https://orcid.org/0000-0003-3190-120X","observed_orcids":["https://orcid.org/0000-0003-3190-120X"]},"institutions":[{"id":"https://openalex.org/I21370196","display_name":"Aristotle University of Thessaloniki","ror":"https://ror.org/02j61yw88","country_code":"GR","type":"education","lineage":["https://openalex.org/I21370196"]}],"countries":["GR"],"is_corresponding":false,"raw_author_name":"Christina Boutsouki","raw_affiliation_strings":["Aristotle University of Thessaloniki","Department of Economics, School of Economics & Political Science, Aristotle University of Thessaloniki, Thessaloniki, Greece"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Aristotle University of Thessaloniki","institution_ids":["https://openalex.org/I21370196"]},{"raw_affiliation_string":"Department of Economics, School of Economics & Political Science, Aristotle University of Thessaloniki, Thessaloniki, Greece","institution_ids":["https://openalex.org/I21370196"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5028568607"],"corresponding_institution_ids":["https://openalex.org/I192756129"],"apc_list":null,"apc_paid":null,"fwci":0.9798,"has_fulltext":false,"cited_by_count":10,"citation_normalized_percentile":{"value":0.80729947,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":93,"max":97},"biblio":{"volume":"29","issue":"2","first_page":"101","last_page":"117"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5102999806404114,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5102999806404114,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.43549999594688416,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13745","display_name":"Media and Digital Communication","score":0.005400000140070915,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/online-advertising-effectiveness","display_name":"online advertising effectiveness","score":0.8799999952316284},{"id":"https://openalex.org/keywords/banner-advertising","display_name":"banner advertising","score":0.9309999942779541},{"id":"https://openalex.org/keywords/television-advertising","display_name":"television advertising","score":0.699999988079071},{"id":"https://openalex.org/keywords/cognitive-load","display_name":"cognitive load","score":0.902999997138977},{"id":"https://openalex.org/keywords/ad-attention","display_name":"ad attention","score":0.7059999704360962},{"id":"https://openalex.org/keywords/attitude-toward-advertising","display_name":"consumer attitudes toward advertising","score":0.6079999804496765},{"id":"https://openalex.org/keywords/media-multitasking","display_name":"media multitasking","score":0.5080000162124634}],"concepts":[{"id":"https://openalex.org/C157572991","wikidata":"https://www.wikidata.org/wiki/Q806880","display_name":"Banner","level":2,"score":0.8683176040649414},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.7819366455078125},{"id":"https://openalex.org/C511192102","wikidata":"https://www.wikidata.org/wiki/Q5156948","display_name":"Comprehension","level":2,"score":0.6870557069778442},{"id":"https://openalex.org/C169900460","wikidata":"https://www.wikidata.org/wiki/Q2200417","display_name":"Cognition","level":2,"score":0.6121108531951904},{"id":"https://openalex.org/C30772137","wikidata":"https://www.wikidata.org/wiki/Q5164762","display_name":"Consumption (sociology)","level":2,"score":0.6067212224006653},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5092092752456665},{"id":"https://openalex.org/C2778660142","wikidata":"https://www.wikidata.org/wiki/Q6805591","display_name":"Media consumption","level":2,"score":0.4355228543281555},{"id":"https://openalex.org/C61641136","wikidata":"https://www.wikidata.org/wiki/Q1107019","display_name":"Cognitive load","level":3,"score":0.4187595844268799},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.36972588300704956},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3278961181640625},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3078652322292328},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.10626327991485596},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C95457728","wikidata":"https://www.wikidata.org/wiki/Q309","display_name":"History","level":0,"score":0.0},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1080/13527266.2022.2154055","doi":"https://doi.org/10.1080/13527266.2022.2154055","is_oa":false,"landing_page_url":"https://doi.org/10.1080/13527266.2022.2154055","pdf_url":null,"source":{"id":"https://openalex.org/S158451771","display_name":"Journal of Marketing Communications","issn_l":"1352-7266","issn":["1352-7266","1466-4445"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","erih-plus","jufo-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Communications","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":42,"referenced_works":["https://openalex.org/W1769833074","https://openalex.org/W1849190772","https://openalex.org/W1980667529","https://openalex.org/W1988623611","https://openalex.org/W1990396874","https://openalex.org/W1992098088","https://openalex.org/W2010090592","https://openalex.org/W2020293267","https://openalex.org/W2051391353","https://openalex.org/W2061813881","https://openalex.org/W2086169012","https://openalex.org/W2086710529","https://openalex.org/W2093288575","https://openalex.org/W2107096999","https://openalex.org/W2114174143","https://openalex.org/W2119798890","https://openalex.org/W2120347984","https://openalex.org/W2123812089","https://openalex.org/W2135310566","https://openalex.org/W2144708584","https://openalex.org/W2163176562","https://openalex.org/W2199943947","https://openalex.org/W2324616146","https://openalex.org/W2343776458","https://openalex.org/W2346066943","https://openalex.org/W2487465918","https://openalex.org/W2574353921","https://openalex.org/W2589850821","https://openalex.org/W2742609792","https://openalex.org/W2758412971","https://openalex.org/W2761904809","https://openalex.org/W2787711591","https://openalex.org/W2788895580","https://openalex.org/W2940074771","https://openalex.org/W2951917552","https://openalex.org/W2986306632","https://openalex.org/W3034175463","https://openalex.org/W3112705270","https://openalex.org/W3126322951","https://openalex.org/W3128626181","https://openalex.org/W3191183003","https://openalex.org/W4307697690"],"related_works":["https://openalex.org/W4386378532","https://openalex.org/W2264744745","https://openalex.org/W2574353921","https://openalex.org/W2416101776","https://openalex.org/W2135310566","https://openalex.org/W2971678728","https://openalex.org/W2033674142","https://openalex.org/W2161020492","https://openalex.org/W2738495461","https://openalex.org/W2524181627"],"abstract_inverted_index":{"Nowadays":[0],"there":[1],"is":[2,24],"an":[3],"increasing":[4],"trend":[5],"in":[6,21],"simultaneous":[7,47,89,125],"rather":[8,87],"than":[9,88],"sequential":[10,45,86,110],"multiple":[11],"media":[12,22,35,90,111],"consumption.":[13],"At":[14],"the":[15,28,42,52,58,73,115,124,130],"same":[16,53],"time":[17,31],"a":[18,69],"significant":[19],"rise":[20],"exposure":[23,48,91],"recorded,":[25],"even":[26],"though":[27],"amount":[29],"of":[30,44,76,132],"people":[32],"spend":[33],"on":[34,55,60],"remains":[36],"constant.":[37],"The":[38],"present":[39],"study":[40],"examines":[41],"effects":[43],"versus":[46],"to":[49,93,123],"ads":[50,117],"for":[51,129],"brand":[54],"TV":[56],"and":[57,66,105,120],"internet":[59],"consumers\u2019":[61],"attention":[62],"to,":[63],"comprehension":[64],"of,":[65],"attitude":[67],"toward":[68],"banner":[70,96,116],"ad":[71,97],"through":[72],"mediating":[74],"effect":[75],"cognitive":[77,101],"load.":[78],"An":[79],"experiment":[80],"with":[81],"291":[82],"participants":[83,113],"showed":[84],"that":[85],"leads":[92],"more":[94,118],"favorable":[95],"attitudes":[98],"via":[99],"lower":[100],"load,":[102],"increased":[103],"attention,":[104],"higher":[106],"subjective":[107],"comprehension.":[108],"In":[109],"consumption,":[112],"processed":[114],"systematically":[119],"deliberately":[121],"compared":[122],"scenario.":[126],"Significant":[127],"implications":[128],"effectiveness":[131],"multimedia":[133],"advertising":[134],"campaigns":[135],"are":[136],"highlighted.":[137]},"counts_by_year":[{"year":2026,"cited_by_count":3},{"year":2025,"cited_by_count":3},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":2}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2022-12-24T00:00:00"}
