Intrusive, irritating, ignored: understanding Gen-Z’s resistance to in-stream advertising
Abstract Purpose In-stream advertising has grown in popularity as a mobile social media advertising option. However, consumers often skip these advertisements, highlighting the need to understand the underlying psychological mechanisms driving such avoidance. Therefore, the purpose of this study is...
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| Autores principales: | , , , , |
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| Formato: | Artigo |
| Lenguaje: | Inglês |
| Publicado: |
SpringerOpen
2026-05-01
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| Colección: | Future Business Journal |
| Materias: | |
| Acceso en línea: | https://doi.org/10.1186/s43093-026-00798-6 |
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