How Does Music-Message Congruency in Online Video Advertisements Enhance Consumers’ Behavior Intentions? A Serial Multiple Mediator Model
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DOI: 10.1109/access.2021.3093353
Abstract: This study provides new insights into the influence of music-message congruency on behavior intentions. A serial multiple mediation model in which the relationship between music-message congruency and behavior intentions is sequentially mediated by arousal and… read more here.
Keywords: message congruency; music message; behavior intentions;