Predicting advertising persuasiveness : a decision tree method for understanding emotional (in)congruence of ad placement on YouTube
Taylor Jing Wen, Ching-Hua Chuan, Jing Yang, and Wanhsiu Sunny Tsai
| Year of publication: |
2022
|
|---|---|
| Authors: | Wen, Taylor Jing ; Chuan, Ching-Hua ; Yang, Jing ; Tsai, Wanhsiu Sunny |
| Published in: |
Journal of current issues and research in advertising. - Abingdon, Oxon : Routledge, Taylor & Francis Group, ISSN 2164-7313, ZDB-ID 2070081-7. - Vol. 43.2022, 2, p. 200-218
|
| Subject: | Werbung | Advertising | Emotion | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Entscheidungsbaum | Decision tree |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10641734.2021.1963356 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013358824