Disruptive versus nondisruptive advertising in online streaming video services : how does advertisement placement affect consumer perceptions and ad effectiveness?
Katheryn R. Christy, Ranran Z. Mi, Ran Tao, Linqi Lu
| Year of publication: |
2023
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|---|---|
| Authors: | Christy, Katheryn R. ; Mi, Ranran Z. ; Tao, Ran ; Lu, Linqi |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 63.2023, 2, p. 123-138
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| Subject: | Video advertising | online advertising | ad placementad effectiveness | disruptive ads | Werbung | Advertising | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2023-006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014317748