Belanche, Daniel; Flavián, Carlos; Pérez-Rueda, Alfredo - In: Online Information Review 44 (2020) 3, pp. 545-562
Purpose: By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The purpose of this paper is to focus on how exposure to a...