How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users : an analysis of individual-level clickstream data
Su Jung Kim, Mi Hyun Lee, Juwon Hong, Sungho Park
| Year of publication: |
2023
|
|---|---|
| Authors: | Kim, Su Jung ; Lee, Mi Hyun ; Hong, Juwon ; Park, Sungho |
| Subject: | ad acceptance | ad avoidance | ad skipping | clickstream data | mobile devices | online video platform | pre-roll advertising | skippable advertising | smartphones | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Online-Marketing | Internet marketing | Mobiltelefon | Mobile phone | Mobilkommunikation | Mobile communications | Personal Computer | Personal computer | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2022.2094053 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014296406