Stewart, Kristin; Kammer-Kerwick, Matt; Auchter, Allison; … - In: European Journal of Marketing 53 (2019) 11, pp. 2451-2479
Purpose: Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of...