How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users : an analysis of individual-level clickstream data
Year of publication: |
2023
|
---|---|
Authors: | Kim, Su Jung ; Lee, Mi Hyun ; Hong, Juwon ; Park, Sungho |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 42.2023, 4, p. 713-739
|
Subject: | ad acceptance | ad avoidance | ad skipping | clickstream data | mobile devices | online video platform | pre-roll advertising | skippable advertising | smartphones | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Mobiltelefon | Mobile phone | Mobilkommunikation | Mobile communications | Werbewirkung | Advertising effects | Personal Computer | Personal computer | Innovationsakzeptanz | Innovation adoption |
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