Mirror Mirror on My Wall, Can I Compare to the Influencers I Follow? How Media Multitasking with Social Network Sites Affects Adolescents’ Susceptibility Towards Influencer Marketing. Ghent University
Nowadays, youngsters are unceasingly active on social network sites (SNS), while being occupied with other media tasks such as watching TV. In this social media multitasking (SMM) context, adolescents are often exposed to sponsored posts by influencers. While research on adolescents’ susceptibility towards influencer marketing is starting to gain academic interest, no research until date investigated the effect of the complex multitasking ...