Journal Articles | Book Chapters | Professional Presentations | Professional Publications

*Click on the title to access the article.

Journal Articles

Strycharz, J., Kim, E., & Segijn, C. M. (In press). Why people would (not) change their media use in response to perceived corporate surveillance. Telematics & Informatics. doi: 10.1016/j.tele.2022.101838

Boerman, S. C. & Segijn, C. M. (2022). Awareness and perceived appropriateness of synced advertising in Dutch adults. Journal of Interactive Advertising. doi: 10.1080/15252019.2022.2046216

Van Ooijen, I., Segijn, C. M., & Opree, S. J. (2022). Privacy cynicism and its role in privacy decision-making. Communication Research. doi: 10.1177/00936502211060984 [open access]

Segijn, C. M., & van Ooijen, I. (2022). Differences in consumer knowledge and perceptions of personalized advertising: Comparing online behavioral advertising and synced advertising. Journal of Marketing Communications. 28 (2), 207-226. Doi: 10.1080/13527266.2020.1857297 [open access]

Segijn, C. M., Kim, E., Sifaoui, A., & Boerman, S. C. (2021). When realizing that Big Brother is watching you: The empowerment of the consumer through synced advertising literacy. Journal of Marketing Communications. doi: 10.1080/13527266.2021.2020149 [open access]

Maslowska, E., Ohme, J., & Segijn, C. M. (2021). Attention to Social Media Ads: The Role of Consumer Recommendations and Smartphones. Journal of Interactive Advertising, 21 (3), 283-296.

*Segijn, C. M., *Strycharz, J., Riegelman, A. & Hennesy, C. (2021). A literature review of personalization transparency and control: Introducing the Transparency-Awareness-Control Framework. Media and Communication, 9 (4), 120-133. doi: 10.17645/mac.v9i3.4054 [open access]
*First two authors contributed equally


Segijn, C. M., Voorveld, H. A. M., & Vakeel, K. A. (2021). The role of ad sequence and privacy concerns in personalized advertising: An eye-tracking study into synced advertising. Journal of Advertising, 50 (3), 320-329. DOI:10.1080/00913367.2020.1870586 [open access]

Segijn, C. M. & Voorveld, H. A. M. (2021). A first step in unraveling synced advertising effectiveness. International Journal of Advertising, 40 (1). doi: 10.1080/02650487.2020.1778279

Kanihan, S. F., Meirick, P. C., & Segijn, C. M. (2021). Thinking, knowing, or thinking you know: The relationship between multiscreening and political learning. Journalism & Mass Communication Quarterly, 98 (4), 1104-1128. Doi: 10.1177/1077699020960066

*Yun, J. T., *Segijn, C. M., Pearson, S., Malthouse, E. C., Konstan, J. A. & Shankar, V. (2020). Challenges and future directions of computational advertising measurement systems. Journal of Advertising, 49 (4), 446-458. Doi: 10.1080/00913367.2020.1795757 [open access]
*First two authors contributed equally

Segijn, C. M. & van Ooijen, I. (2020). Perceptions of techniques used to personalize messages across media in real time. Cyberpsychology, Behavior, and Social Networking, 23 (5), 329-337. doi: 10.1089/cyber.2019.0682

Segijn, C. M., Araujo, T., Voorveld, H. A. M., & Smit, E. G. (2020). Related multiscreening as a strategy to retain audiences and increase persuasion during a commercial break. Journal of Broadcasting & Electronic Media, 64 (1), 41-61. doi: 10.1080/08838151.2020.1718962

Segijn, C. M., Maslowska, E. H., Araujo, T., & Viswanathan V. (2019). Engaging with TV events on Twitter: The interrelations between TV consumption, engagement actors, and engagement content. Internet Research, 30 (2), 381-401. doi: 10.1108/INTR-08-2018-0389

Segijn, C. M. & Eisend, M. (2019). A meta-analysis into multiscreening and advertising effectiveness: Direct effects, moderators, and underlying mechanisms. Journal of Advertising, 48 (3), 313-332. doi: 10.1080/00913367.2019.1604009
*Awarded with the John E. Hunter Meta-analysis award

Segijn, C. M. (2019). A new mobile data driven message strategy called synced advertising: Conceptualization, implications, and future directions. Annals of the International Communication Association, 43 (1), 58-77. doi: 10.1080/23808985.2019.1576020

Segijn, C. M., Xiong, S. & Duff, B. R. L. (2019). Manipulating and measuring media multitasking: Implications of previous research and guidelines for future research. Communication Methods & Measures, 13 (2), 83-101. doi: 10.1080/19312458.2018.1555797

Duff, B. R. L & Segijn, C. M. (2019). Advertising in a media multitasking era: Considerations and future directions. Journal of Advertising, 48 (1), pp. 27-37. doi: 10.1080/00913367.2019.1585306
*Runner up best article published in Journal of Advertising in 2019

Maslowska, E. H., Segijn, C. M., Vakeel, K. A. & Viswanathan, V. (2019). How consumers attend to online reviews. An eye-tracking and network approach. International Journal of Advertising, 39 (2), 282-306. 10.1080/02650487.2019.1617651 [open access]

Segijn, C. M. & Kononova, A. (2018). Examining audience, media, and cultural factors as predictors of multiscreen use: A comparative study of the Netherlands and the United States. International Journal of Communication, 12, 4708-4730. [Open access]

Segijn, C. M. (2017). Alledaags multiscreening. Hoe informatieverwerking en reclame-effectiviteit wordt beïnvloed door het gebruik van meerdere schermen tegelijkertijd [Everyday multiscreening. How the simultaneous usage of multiple screens affects information processing and advertising effectiveness]. Tijdschrift voor Communicatiewetenschap, 45 (4), 267-285.

Segijn, C. M., Voorveld, H. A. M., & Smit, E. G. (2017). How related multiscreening could positively affect advertising outcomes. Journal of Advertising, 46 (4), 455-472. doi: 10.1080/00913367.2017.1372233
*Nominated for best article published in Journal of Advertising in 2017

Segijn, C. M., Voorveld, H. A. M., Vandeberg, L., Pennekamp, S. F., & Smit, E. G. (2017). Insight into everyday media use with multiple screens. International Journal of Advertising, 36 (5), 779-797. doi: 10.1080/02650487.2017.1348042 [Open access]

Segijn, C. M., Voorveld, H. A. M., Vandeberg, L., & Smit, E. G. (2017). The battle of the screens: Unraveling attention allocation and memory effects when multiscreening. Human Communication Research, 43 (2), 295-314. doi: 10.1111/hcre.12106

Segijn, C. M., Voorveld, H. A. M., & Smit, E. G. (2016). The underlying mechanisms of multiscreening effects. Journal of Advertising, 45 (4), 391-402. doi: 10.1080/00913367.2016.1172386 [Open access]

Voorveld, H. A. M., Segijn, C. M., Ketelaar, P., & Smit, E. (2014). Investigating the prevalence and predictors of media multitasking across countries. International Journal of Communication, 8, 2755-2777. [open access]

Segijn, C. M., Bartholomé, A. A. J., Pennekamp, S. F., & Timmers, M. (2014). De afbeelding van statusverschillen in sekse en etniciteit in Nederlandse non-fictie programma’s [The portrayal of status differences in gender and ethnicity in Dutch non-fiction television]. Tijdschrift voor Communicatiewetenschap, 42, 305-320. doi: 10.5553/TCW/138469302014042003008


Book Chapters

Smit, E. G., Segijn, C. M., van de Giessen, W., Wottrich, V. M., Vandeberg, L., & Voorveld, H. A. M. (2017). Media multitasking and the role of task relevance in background advertising processing. In V. Žabkar & M. Eisend (Eds). Advances in Advertising Research VIII: Challenges in an Age of Dis-Engagement (pp. 197-212).Wiesbaden, Germany: Springer-Gabler. [link]

Segijn, C. M. (2016). Second screen advertising: A typology of multiscreening. In P. De Pelsmacker (Ed.), Advertising in new formats and media: Current research and implications for marketers (pp 77-96). Bingley: Emerald Books. [link]


Professional Presentations

I have delivered 35+ invited or competitively-selected presentations at events, national and international conferences, including but not limited to, the conferences of the International Communication Association (ICA), American Academy of Advertising (AAA), European Advertising Association (EAA; ICORIA), and the Association for Education in Journalism and Mass Communication (AEJMC).

A selection of invited talks:

  • Convergence Summit, International Association of Business Communication (August, 2020). “Synced Advertising: Capturing the attention of multitasking consumers.”
  • Spark Foundry, Publicis Media (June, 2019). “Synced Advertising: the multitasking consumer from challenge to asset”.
  • Surround Sound Summit (April, 2018). Invited to be on a panel organized by iHeartMedia to talk about my research into media multitasking and advertising effectiveness. Minneapolis, MN.
  • SWOCC symposium (June 2017). “Multiscreening en reclamewerking”. [Multiscreening and advertising effectiveness]. Amsterdam, the Netherlands. SWOCC is the Organization for Scientific Research in Business Communication.
  • Michigan State University (October 2015). “Multiscreening and advertising. Thank you for (not) paying attention”. East Lansing, MI.

A selection of conference presentations:

Segijn, C. M. & Kim, E. (2020, August). Am I being watched? The role of perceived
surveillance and privacy cynicism in synced advertising effects. The annual conference of the Association for Education in Journalism and Mass Communications, virtual conference. [First place special topics paper award, ad division]

Segijn, C. M., Voorveld, H. A. M., & Vakeel, K. A (2019, June). An eye-tracking study into synced advertising: the importance of ad sequence. Paper presented at the International Conference on Research in Advertising, Krems, Austria. [Nominated for best paper award]

Segijn, C. M., Xiong, S., & Duff, B. R. L (2018, May). Manipulating and measuring media multitasking. Implications of previous research and guidelines for future research. Paper submitted at the International Communication Association, Prague, Czech Republic.

Segijn, C. M., Voorveld, H. A. M., & Smit, E. G. (2017, May). Multiscreening and advertising effectiveness. The moderating role of task relevance. Paper submitted at the International Communication Association Conference, San Diego, CA. [Winner of promising student paper award]

Segijn, C. M., Voorveld, H. A. M., Vandeberg, L., & Smit, E. G. (2016, March). Consumers’ multiscreening viewing behavior, reporting, and effects: An eye-tracking study. In T. Reichert (Ed.), Proceedings of the 2016 Conference of the American Academy of Advertising (p. 107). [Winner of best student paper award]

Segijn, C. M., Voorveld, H. A. M., & Smit, E. G. (2015, March). Multitasking with second screen media. The persuasive effects and underlying mechanisms of multiscreening. In M. R. Nelson (Ed.), Proceedings of the 2015 Conference of the American Academy of Advertising (p. 114). [Winner of best student paper award]


Professional Publications

I published +15 professional publications, such as columns or blogs. I believe that this is an important tool to communicate scientific knowledge to a broader audience (see link for more on this).

A selection of professional publications:

Segijn, C. M. (2021, February). Synced advertising: wat consumenten ervan vinden dat hun online en offline informatie wordt verzameld. [Synced advertising: consumers’ opinion of the data collection of their online and offline information] [Blog post]. Available at

Segijn, C. M. (2020, January). Tips voor het bereiken van de multitaskende consument [Tips on how to reach the multitasking consumer] [blog post]. Available at kennisbank-item/tips-voor-het-bereiken-van-de-multitaskende-consument/

Segijn, C. M. (2019, March). Reclame personaliseren op basis van mediagebruik. [Personalization of advertising based on media usage][blog post].

Segijn, C. M. (2018, September). American Academy of Advertising column – Reflecting the first year as an assistant professor [column]. Available at:

Segijn, C. M. (2018). Zo leidt multiscreening tot betere merkeffectiviteit. [How multiscreening could improve advertising effectiveness] [blog post].

Segijn, C. M. (2017). De strijd om aandacht. Hoe je boodschap de multiscreenende consument toch kan bereiken. [The battle for attention. How you can still reach the multiscreenig consumer.] Tekstblad, 16-19.

Segijn, C. M. (2017). Volle aandacht ver te zoeken [Full attention is scarce]. Marketing Rendement, 12, 7-8.

Segijn, C. M. (2016, June). Zijn twitterende kijkers funest voor reclame-impact? [Are tweeting viewers disastrous for advertising effectiveness?] [blog post].