Can Skip Control Always Increase the Effectiveness of Splash Advertisements in Mobile Apps? The Moderating Effect of User Habits
Author:
Affiliation:
1. College of Management, Shenzhen University, Shenzhen, China
2. School of Economics and Management, Harbin Institute of Technology, Shenzhen, China
Funder
Natural Science Foundation of China
Shenzhen Humanities & Social Sciences Key Research Bases
Publisher
Informa UK Limited
Subject
Computer Science Applications,Human-Computer Interaction,Human Factors and Ergonomics
Link
https://www.tandfonline.com/doi/pdf/10.1080/10447318.2023.2266243
Reference94 articles.
1. Skippable Advertisement versus Full-Length Advertisement: An Empirical Analysis in a Developing Economy
2. Stay Away From Me
3. What Do Self-Reported, Objective, Measures of Health Measure?
4. Banerjee S. & Pal A. (2021). Skipping skippable ads on YouTube: How when why and why not? [Paper presentation]. 15th International Conference on Ubiquitous Information Management and Communication (IMCOM) Seoul Korea (South).
5. I hate ads but not the advertised brands: a qualitative study on Internet users' lived experiences with YouTube ads
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