Open Access

Judith Wagner

• This thesis explores the emerging phenomenon of second screen marketing, by providing a holistic view on this topic. The first part presents an extensive literature review, approaching second screen marketing from an advertiser’s view. Second screening and user groups are defined and common second screen measures are presented and evaluated. The second part examines the consumer’s perception of a brand using second screen marketing, comparing two age groups (18 to 30 years and 50 to 62 years). Brand perception is measured following suggestions from Low and Lamb Jr. (2000), using a three-dimensional construct consisting of brand attitude, brand image and perceived quality. Main findings entail, that younger audiences perceive a brand using second screen marketing significantly more positive than the older generation. While perceived quality for both age groups is evaluated neutrally, brand image and brand attitude scores show more extreme values. This is relevant for advertisers, as indications about potential target groups, content creation and success of marketing campaigns can be derived: Especially younger consumers are potential target groups and perceive second screen marketing as modern and innovative, but dishonest. Concerning content, strong implications about quality, an uniform brand image and the communication of trustworthiness should be a focus to marketers.