Stay Tuned! Assessing the Effectiveness of Social Media Video Ads

Advanced web technologies, especially social media channels, provide branding opportunities for companies to promote their brands for superior customer appeal. The present work shows the result of a real use case regarding the visibility and interaction performance of auto-play vs. click-to-play ads in affecting customers' mind.

MoreLess

Year of publication:	2016
Authors:	Schmidt, Steffen ; Thölke, Andreas ; Langner, Sascha ; Reiter, Philipp ; Hennigs, Nadine ; Schießl, Michael
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 33.2016, 3, p. 10-21
Publisher:	St.Gallen : Thexis Verlag

More details

Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/275851 [Handle] RePEc:zbw:hsgmrs:275851 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014337336