Effect of media context on avoidance of skippable pre-roll ads in online video platform : a mental accounting of time perspective
Hyungjin Lukas Kim, Young-Gul Kim, Sang-Hyeak Yoon, Sunghan Ryu
| Year of publication: |
2023
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|---|---|
| Authors: | Kim, Hyungjin Lukas ; Kim, Young-gul ; Yoon, Sang-Hyeak ; Ryu, Sunghan |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 164.2023, p. 1-13
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| Subject: | Ad avoidance | Media context | Mental accounting | Mental accounting of time | Online video advertising | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Online-Handel | Online retailing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.113966 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014304040