Increasing the efficacy of emotional appeal ads on online video-watching platforms : the effects of goals and emotional approach tendency on ad-skipping behavior
Year of publication: |
2024
|
---|---|
Authors: | Jeon, Yongwoog ; Ryoo, Yuhosua ; Yoon, Hye Jin |
Published in: |
Journal of advertising. - [Abingdon] : Routledge Taylor & Francis Group, ISSN 1557-7805, ZDB-ID 2067343-7. - Vol. 53.2024, 1, p. 1-18
|
Subject: | Werbung | Advertising | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Emotion |
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