Corresponding author:
Huan Chen, Department of Advertising, College of Journalism and Communications, University of Florida, PO Box 118400, Gainesville, FL 32611, USA.
Email: huanchen@jou.ufl.edu
The media environment has changed significantly with the development of technology, and as a consequence, so have consumers’ behaviors. In the digital age, consumers are fragmented; multitasking on multi-screens has become the norm. In the United States, millennials are typically engaged in four additional activities while watching TV, including using social networks, texting messages, browsing websites, and reading emails (Deloitte, 2016). On average, adults view 20 television channels, visit 55 websites, use 28 smartphone apps,...
