The effect of emotion in thumbnails and titles of video clips on pre-roll advertising effectiveness
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 |
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