Click, click, ad: the proportion of relevant (vs. irrelevant) ads matters when advertising within paginated online content
Author:
Affiliation:
1. Department of Advertising and Public Relations, Michigan State University, East Lansing, Michigan, USA
2. Department of Public Relations and Advertising, BNU-HKBU United International College, Zhuhai, Guangdong, China
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2020.1732114
Reference87 articles.
1. Proactive control of implicit bias: A theoretical model and implications for behavior change.
2. A Response Conflict Account of the Effects of Stereotypes on Racial Categorization
3. Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads
4. The role of brand schemas, information transparency, and source of message on apparel brands' social responsibility communication
5. Audience Experiences of Media Context and Embedded Advertising: A Comparison of Eight Media
Cited by 15 articles. 订阅此论文施引文献 订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献
1. The contextual interplay between advertising and online disinformation: How brands suffer from and amplify deceptive content;Communications;2023-12-05
2. AI advertising: An overview and guidelines;Journal of Business Research;2023-11
3. Fear or humor? The effects of negatively framed visual hyperbole in advertising;International Journal of Advertising;2023-09-25
4. Evaluating Ad Creative and Web Context Alignment with Attention Measurement;Proceedings of the 2023 7th International Conference on Computing and Data Analysis;2023-09-15
5. Processing Peripherally Placed Advertising: The Effect of Thematic Ad-Content Congruence and Arousing Content on the Effectiveness of In-Video Overlay Advertising;Journal of Interactive Advertising;2023-06-14
1.学者识别学者识别
2.学术分析学术分析
3.人才评估人才评估
"同舟云学术"是以全球学者为主线，采集、加工和组织学术论文而形成的新型学术文献查询和分析系统，可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容，当前同舟云学术共收录了国内外主流学术期刊6万余种，收集的期刊论文及会议论文总量共计约1.5亿篇，并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询！咨询电话：010-8811{复制后删除}0370
www.globalauthorid.com
TOP
Copyright © 2019-2024 北京同舟云网络信息技术有限公司 京公网安备11010802033243号 京ICP备18003416号-3