The Influence of Second Screen Multitasking on Sponsorship Effects

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2021-03-01 DOI:10.32731/SMQ.291.032021.04

Sanghak Lee

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引用次数: 2

Abstract

Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how multitasking influences sponsorship effects such as brand recall and attitude towards the brand. Data was collected from 203 participants who were randomly divided into three groups: no-multitasking, low-multitasking, and high-multitasking. In addition, sport involvement was also included in the study as a moderating variable. The results indicated that multitasking negatively influenced both sponsoring brand recall and attitude toward the brand. Sport involvement positively influenced only attitude toward the brand independently. Detailed explanations and business implications are provided.

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第二屏幕多任务处理对赞助效应的影响

赞助是一种营销传播工具，用于提高品牌知名度、品牌态度和销售。赞助活动是通过各种媒体来实现的，但电视一直是将这些活动传递给体育迷的最重要的媒体。然而，最近由于智能手机(即第二屏幕)的广泛使用，电视的重要性受到了挑战。媒体多任务处理(例如，在看电视的同时使用智能手机)已经成为一种普遍现象，通过电视的赞助曝光受到影响。因此，本研究探讨多任务如何影响赞助效应，如品牌回忆和对品牌的态度。数据收集自203名参与者，他们被随机分为三组:无多任务处理、低多任务处理和高多任务处理。此外，运动参与也被纳入研究作为一个调节变量。结果表明，多任务处理对赞助品牌回忆和品牌态度均有负向影响。运动参与仅对品牌态度有正向影响。提供了详细的解释和业务含义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.