How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data-Reference-Cited by-同舟云学术

How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data

Published:2022-07-05 Issue:4 Volume:42 Page:713-739
ISSN:0265-0487
Container-title:International Journal of Advertising
language:en
Short-container-title:International Journal of Advertising

Author:

Kim Su Jung¹,Lee Mi Hyun²,Hong Juwon³,Park Sungho³

Affiliation:

1. Public Relations, Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, California, USA

2. Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University, Evanston, Illinois, USA

3. SNU Business School, Seoul National University, Seoul, Republic of Korea

Publisher

Informa UK Limited

Subject

Marketing,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/02650487.2022.2094053

Reference48 articles.

1. Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness

2. Skippable Advertisement versus Full-Length Advertisement: An Empirical Analysis in a Developing Economy

3. Location-based advertising on mobile devices

4. Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads

5. Brand recall of skippable vs non-skippable ads in YouTube

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