Papers by Shikhar Bhaskar
Wrap Your Ad Around Media Multitasking: Understanding the Factors That Inhibit and Amplify Advertising Effectiveness While Media Multitasking
This thesis presents that not all media multitasking is detrimental to the advertising messages, ... more This thesis presents that not all media multitasking is detrimental to the advertising messages, by identifying situations when advertising can have a positive effect on the advertising outcomes. The contemporary research in media multitasking posits that media multitasking results in poor memory and higher evaluation of advertisements while media multitasking; however, there are contexts when the memory of advertisements is higher while media multitasking. Building on these contexts, this thesis presents three different experiments to test the effect of media multitasking on advertising memory and attitude. In the first study, the past literature is tested by comparing single-tasking with media multitasking on its effect on brand memory and brand attitude. It also compares the varied cognitive load of media multitasking in their effect on memory and attitude. In the second study, the difficulty experienced during media multitasking’s role is explored. The mediating role of difficul...
Information Technology & People, 2019
Purpose Newsjacking (real-time deployment of news stories in communications) is now ubiquitous fo... more Purpose Newsjacking (real-time deployment of news stories in communications) is now ubiquitous for brands using social media. Despite its pervasiveness, little analysis of its effectiveness exists. The purpose of this paper is to test if newsjacking positively influences various consumer responses (attitude toward content, brand attitude and purchase intent). Taking an audience perspective supported by the elaboration likelihood model, the research also establishes if a higher level of news involvement, as well as an ability to recognize the story behind the content, enhances the effectiveness of newsjacking content. Design/methodology/approach An experimental design using taglines (newsjacking vs non-topical content) from a real BMW campaign was tested on a sample of 252 consumers. Three research questions pertaining to the effectiveness of newsjacking were specified and analyzed within a structural equation modeling framework. Findings The findings support the conclusion that news...
Industrial Marketing Management, 2026
This study examines how perceived cluster resource attractiveness (PCRA) shapes coopetition among... more This study examines how perceived cluster resource attractiveness (PCRA) shapes coopetition among co-located firms and how coopetition translates those resource perceptions into knowledge sharing and innovation. Building on the resource-based view, we model coopetition as the mechanism through which managers leverage valuable, unique, and complementary cluster resources into firm outcomes, and we theorize that engagement mode in cluster activities conditions this translation. Using survey data from 221 firms in a business cluster, we estimate a moderated-mediation model with regression and corroborate the results with a latent-variable SEM robustness check. Findings show that PCRA increases coopetition, and coopetition in turn enhances both knowledge sharing and innovation. However, the indirect effects depend on participation type: formal participation attenuates the coopetition to outcome link, especially for innovation, informal participation is directionally positive but statistically non-significant, and an aggregate participation robustness test confirms attenuation when firms engage in formalized participation. The study introduces PCRA as an operationalization of cluster-level resource heterogeneity, positions coopetition as an RBV-consistent mechanism, and identifies governance-based boundary conditions limiting the returns to coopetition. Practically, managers should leverage informal ties and selective formal involvement to convert cluster resources into knowledge and innovation while avoiding overformalization that can dampen coopetitive gains.
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Papers by Shikhar Bhaskar