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Keywords: Multiple media use
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Journal Articles
Qualitative Market Research: An International Journal (2017) 20 (4): 435–451.
Published: 11 September 2017
... interviews and triad groups. In total, 34 in-depth interviews are conducted in the UK, Germany and Australia, with four subsequent triads in the UK. Findings The underlying motives for individuals’ preference for multiple media use include eight dimensions: comfort with multitasking; multi-channel...
