Association for Information Systems Association for Information Systems AIS Electronic Library (AISeL) AIS Electronic Library (AISeL) ICIS 2019 Proceedings General Topics How to Advertise? Role of Congruence and Involvement on How to Advertise? Role of Congruence and Involvement on Multiscreen Consumption Multiscreen Consumption Siddharth Bhattacharya Temple University, siddharth.bhattacharya@temple.edu Heather Kennedy Fox School of Business,Temple University, heather.kennedy@temple.edu Vinod Venkatraman Fox School of Business,Temple University, vinod.venkatraman@temple.edu Daniel C. Funk Fox School of Business,Temple University, dfunk@temple.edu Follow this and additional works at: https://aisel.aisnet.org/icis2019 Bhattacharya, Siddharth; Kennedy, Heather; Venkatraman, Vinod; and Funk, Daniel C., "How to Advertise? Role of Congruence and Involvement on Multiscreen Consumption" (2019). ICIS 2019 Proceedings. 23. https://aisel.aisnet.org/icis2019/general_topics/general_topics/23 This material is brought to you by the International Conference on Information Systems (ICIS) at AIS Electronic Library (AISeL). It has been accepted for inclusion in ICIS 2019 Proceedings by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact elibrary@aisnet.org. brought to you by CORE View metadata, citation and similar papers at core.ac.uk provided by AIS Electronic Library (AISeL)