Viewing time as a cross-media metric : comparing viewing time for video advertising on television and online
Steven Bellman, Virginia Beal, Brooke Wooley, Duane Varan
| Year of publication: |
2020
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|---|---|
| Authors: | Bellman, Steven ; Beal, Virginia ; Wooley, Brooke ; Varan, Duane |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 120.2020, p. 103-113
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| Subject: | Advertising | Effectiveness | Lab experiments | Media | Viewing time | Werbewirkung | Advertising effects | Fernsehen | Television | Experiment | Online-Marketing | Internet marketing | Fernsehwerbung | Television advertising | Mediennutzung | Media usage | Konsumentenverhalten | Consumer behaviour | Zeit | Time |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2020.07.034 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012417105