Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how multitasking influences sponsorship effects such as brand recall and attitude towards the brand. Data was collected from 203 participants who were randomly divided into three groups: no-multitasking, low-multitasking, and high-multitasking. In addition, sport involvement was also included in the study as a moderating variable. The results indicated that multitasking negatively influenced both sponsoring brand recall and attitude toward the brand. Sport involvement positively influenced only attitude toward the brand independently. Detailed explanations and business implications are provided.

中文翻译：

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第二屏多任务对赞助效果的影响

赞助是一种营销传播工具，用于提高品牌知名度、品牌态度和销售额。赞助活动是通过各种媒体实现的，但电视一直是向体育迷传递这些活动的最重要媒介。然而，最近，电视的重要性因智能手机（即第二屏幕）的广泛使用而受到挑战。媒体多任务处理（例如，一边看电视一边使用智能手机）已成为普遍现象，通过电视的赞助曝光受到影响。因此，本研究探讨了多任务处理如何影响赞助效果，例如品牌回忆和对品牌的态度。数据来自 203 名参与者，他们被随机分为三组：非多任务处理、低多任务处理和高多任务处理。此外，体育参与也作为调节变量纳入研究。结果表明，多任务处理对赞助品牌的回忆和对品牌的态度都有负面影响。体育参与仅对独立品牌的态度产生积极影响。提供了详细的解释和业务影响。