The Impact of Information Processing Styles and Persuasive Appeals on Consumers’ Engagement Intention Toward Social Media Video Ads
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DOI: 10.1080/10496491.2020.1851846
Abstract: Abstract Video advertisements have become a popular form of communication for advertisers seeking to reach promotion objectives. Yet, the literature on video ads on social media has mainly focused on the content characteristics driving consumers’… read more here.
Keywords: social media; information; engagement intention; video ads ... See more keywords
What determine advertisement avoidance? An multi-regression analysis of online video ads
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DOI: 10.1177/0020720920983506
Abstract: Online video industry is found to be the business area with the fastest growth in operating income, but few academic studies investigate audience avoidance of online video ads. In order to meet the... read more here.
Keywords: determine advertisement; video; online video; advertisement avoidance ... See more keywords