Research projects

The questions that I am interested in relate to the simultaneous usage of multiple media and how this affects information processing and message effectiveness. My research program centers around two primary phenomena, namely multiscreening and synced advertising.

1. Multiscreening / media multitasking*

In this project, we examined how the use of multiple screens simultaneously (e.g., TV + smartphone or laptop) could affect information processing and advertising effectiveness. We conducted multiple studies incl. experiments, eye-tracking, social media analytics, survey, and a secondary analysis of diary data, to get a better understanding of the phenomenon. [Read more].

*A bibliometric study published in 2021 identified me as the no. 1 contributing author to the media multitasking literature.

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2. Synced advertising

I study the intended and unintended effects of a personalizing strategy that targets the multitasking consumer, namely synced advertising. Synced Advertising is “the practice of monitoring people’s current media behaviour and using the collected information to show people individually targeted ads based on people’s current media behaviour across media” (Segijn, 2019, p. 59). For example, when people watch TV and receive ads on their mobile device that are related to what is shown on TV at the same time. [Read more].

Access article here.