The effect of emotion in thumbnails and titles of video clips on pre-roll advertising effectiveness
Yiling Li, Hye-jin Kim, Boram Do, Jeonghye Choi
| Year of publication: |
2022
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|---|---|
| Authors: | Li, Yiling ; Kim, Hye-jin ; Do, Boram ; Choi, Jeonghye |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 151.2022, p. 232-243
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| Subject: | Pre-roll advertising efectiveness | Thumbnail of video clip | Title of video clip | Emotional valence | Emotion | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2022.06.051 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013459186