Purpose: Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of...

Purpose: This paper aims to develop a framework for understanding consumers’ response to digital advertising using the affect transfer hypotheses and incorporating search behaviors. The paper also offers future research suggestions. Design/methodology/approach: A quantitative approach is used...