How media multitasking reduces advertising irritation: The moderating role of the Facebook wall

The simultaneous use of multiple media devices is becoming a standard media consumption behavior. Combined with the large amount of time people dedicate to Social Network Sites (SNSs) on a daily basis, it is understandable that many media users engage in SNS use while consuming another medium at the same time. These two trends, media multitasking and SNS usage independently, have been studied intensively due to their prevalence in today's media landscape. However, the academic understanding about advertising effectiveness when media multitasking with SNSs remains nonexistent. The current study examines the impact of media multitasking (vs. sequential media use) on the perceived irritation towards television (TV) advertising. A laboratory experiment recorded 99 participants aged between 18 and 25 years old. The moderating role of media type (TV in combination with Facebook or reading an online informational website) and the mediating role of state self-esteem were tested. The results of this experimental study indicated a decrease of state self-esteem when media multitasking with an SNS and watching TV, which in turn resulted in a lower irritation towards TV advertising. However, this was not the case for the participants reading a non-social, informational online article while watching TV. The results of this study emphasize the importance of approaching the media multitasking context as a heterogeneous concept by considering different media combinations and their specific characteristics driving media-effects.