The impact of sequential versus simultaneous media exposure on online advertising effectiveness
Year of publication: |
2023
|
---|---|
Authors: | Theodorakioglou, Fotini ; Hatzithomas, Leonidas ; Boutsouki, Christina |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 29.2023, 2, p. 101-117
|
Subject: | attention | banner ad | cognitive load | Sequential media exposure | simultaneous media exposure | subjective comprehension | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Kognition | Cognition | Kommunikationsmedien | Communication media | Konsumentenverhalten | Consumer behaviour |
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