Emma Beuckels

Emma Beuckels
Ghent University | UGhent · Department of Communication Sciences


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I defended my PhD on 'media multitasking and advertising effects' at the Ghent University in September 2020. Shortly after, i started working as a postdoctoral researcher at the department of Communciation Sciences of Ghent University. The project I am currently working on aims to examine the impact of media multitasking with social media on the depletion of executive control of youngsters and further consequences for their susceptibility towards influencer marketing.
Additional affiliations
January 2016 - January 2020
Ghent University
  • PhD Student


Publications (8)
Childhood obesity is a worldwide health problem with a range of short- and long-term health and social consequences; however, the World Health Organization (WHO) argues that this epidemic is preventable and reversible. The biggest dietary gatekeepers of children are their parents and more specifically mothers, whose attitudes and consumption choice...
Full-text available
Media multitasking became increasingly popular over the past decade. As this behavior is intensely taxing cognitive resources, it has raised interest and concerns among academics in a variety of fields. Consequently, in recent years, research on how, when, and why people media multitask has strongly emerged, and the consequences of the behavior for...
Multitasking with media is increasingly popular among all age groups. Previous research has revealed that this media consumption behavior affects the way people respond to advertising messages, but such research thus far has predominantly focused on young adults. This study, using eye-tracking technology, compares how children (8 to 12 years) and a...
Online advertising banners are often subject to banner blindness, meaning that people avoid looking at them. The current study examines whether web surfing while watching television, a form of media multitasking, influences how people respond to online ad banners. The experimental study examines whether people respond differently to an online ad ba...
Purpose – Past research suggests that heavy media multitaskers (HMMs) perform worse on tasks that require executive control, compared to light media multitaskers (LMMs). This paper aims to investigate whether individual differences between HMMs and LMMs make them respond differently to advertising in a media multitasking context and whether this st...
The simultaneous use of multiple media devices is becoming a standard media consumption behavior. Combined with the large amount of time people dedicate to Social Network Sites (SNSs) on a daily basis, it is understandable that many media users engage in SNS use while consuming another medium at the same time. These two trends, media multitasking a...
The current study investigates whether image interactivity can positively influence luxury perceptions in a virtual shopping environment, by offering shoppers a feeling of telepresence. 185 respondents were referred to either an image interactive or non-interactive virtual luxury store and completed an online questionnaire afterwards to measure the...


Cited By


Projects (2)
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 investigate the effect of this multitasking context in which adolescents are often exposed to sponsored influencer messages. This project therefore aims to examine the impact of SMM on the depletion of executive control and further proposes two parallel psychological processes by which adolescents’ susceptibility towards influencer marketing could be affected. The outcome of this project will consist of clear guidelines on how to bolster adolescents against influencer marketing when social media multitasking.
This project aims to get a deeper insight in the processing and effectiveness of advertisements while media multitasking.