Congruity and processing fluency
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DOI: 10.1108/apjml-03-2019-0128
Abstract: Purpose The purpose of this paper is to investigate the benefits of Ad-Video and Product-Video congruity for embedded online video advertising. A conceptual model is constructed to test how congruity between online advertisements, advertised products… read more here.
Keywords: processing fluency; congruity; video congruity;