2026-09-20T15:29:17Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/129311 2025-10-20 col_2142_5131 col_2142_49999 com_2142_5130 com_2142_49998 com_2142_16323

application/pdf en text Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-10-19 without embargo terms The student, Zoe Randolph, accepted the attached license on 2025-05-02 at 15:14. The student, Zoe Randolph, submitted this Thesis for approval on 2025-05-02 at 15:30. This Thesis was approved for publication on 2025-05-07 at 15:07. DSpace SAF Submission Ingestion Package generated from Vireo submission #22188 on 2025-10-19 at 18:11:37 Background noise: Exploring the impact of listener multitasking on podcast advertising’s effectiveness Randolph, Zoe 2025-05-07 Maslowska, Ewa Multitasking Ad Memory Ad Reactance Podcasts Video Podcasts Advertising eng “Video podcasts” have recently risen in popularity, despite the traditional podcast being a strictly audio-only medium. While the visuals offered by a video podcast can be quite simple, often offering little beyond an image of the speakers and their environment, their presence adds something new to the podcast consumption experience. As multitasking is common amongst podcast audiences, and the medium has become a popular advertising platform, this study examines the impact of multitasking during video podcast consumption on advertising memory and reactance. 2025-05 Text https://hdl.handle.net/2142/129311 Copyright 2025 Zoe Randolph Advertising Advertising University of Illinois Urbana-Champaign M.S. Thesis