Increasing the Efficacy of Emotional Appeal Ads on Online Video-Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior
Author:
Affiliation:
1. Northern Illinois University, DeKalb, Illinois, USA
2. Southern Illinois University, Carbondale, Illinois, USA
3. University of Georgia, Athens, Georgia, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/00913367.2022.2073299
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