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首页> 外文期刊>Journal of advertising research >Examining Consumers' Multiplatform Usage And Its Contribution to Their Trust in Advertising The Impact of the Device on Platform-Use Frequency And Trust in Advertising across Platforms
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Examining Consumers' Multiplatform Usage And Its Contribution to Their Trust in Advertising The Impact of the Device on Platform-Use Frequency And Trust in Advertising across Platforms

机译：检查消费者的跨平台使用及其对广告信任的贡献设备对平台使用频率的影响以及跨平台广告的信任

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摘要

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content. With so many platforms at consumers' disposal, advertisers struggle to track the usage of each platform and the response to advertising on it. Marketers aim to reach, resonate with, and evoke a reaction from the right audience at the right time, which increases the importance of multiplatform metrics. In two studies, this research examined usage and response metrics across platforms. Use frequency varied across platforms and contributed to consumers' trust in advertising. Age also played a meaningful role. The authors offer further theoretical explanations and managerial implications.
机译：随着数字和移动技术的不断发展，广告正在迅速发展。这些平台为消费者提供了独特的体验和内容的多种选择。由于有许多可供用户使用的平台，因此广告商很难跟踪每个平台的使用情况以及在其上投放广告的反应。营销人员旨在在适当的时间吸引适当的受众，引起共鸣并引起其反应，这增加了多平台指标的重要性。在两项研究中，这项研究检查了跨平台的使用和响应指标。使用频率因平台而异，并增强了消费者对广告的信任。年龄也起着有意义的作用。作者提供了进一步的理论解释和管理意义。

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