In-stream video Advertisement effectiveness and Consumer brand engagement: An Exploratory Study

Purpose- This study aims to explore the relationship between in-stream video advertisement (Ad/S) dimensions (emotional, creativity, and informativeness) via SNS and consumer brand engagement (CBE) (cognitive, affective, and intentional engagement). Presenting the perspectives of both the general pu...

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Autors principals:	Menatalla El Gohary, Karam Al Abssy, Ahmed Ghoniem
Format:	Artigo
Idioma:	Árabe
Publicat:	جامعة الزقازيق، کلية التجارة 2025-10-01
Col·lecció:	Maǧallaẗ Al-Buḥūṯ Al-Tiǧāriyyaẗ
Matèries:	In-stream video advertisement Advertisement effectiveness Consumer brand engagement Digital advertisement features
Accés en línia:	https://zcom.journals.ekb.eg/article_451975_9ebbce77dd738cf8fcada65ac5e499d4.pdf
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