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Consumer Response towards Online Video Advertisement

This study aims to determine the moderating effect of ad length on the relationships of ad content to intention of skipping and ad irritation. Previous research has touched upon the factors that affect a customers intention of skipping and ad irritation which centers around the duration of an ad and...

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Principais autores: Djoko Raditya, Willy Gunadi, Dennis Setiono, Jonathan Rawung
Formato: Artigo
Idioma:Inglês
Publicado em: Bina Nusantara University 2020-12-01
coleção:Journal the Winners
Assuntos:
online video advertising
intention of skipping
ad irritation
ad length
ad content
Acesso em linha:https://journal.binus.ac.id/index.php/winners/article/view/6797
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