Review paper
Consumer Reactions to Intrusiveness Of Online-Video Advertisements
Abstract
ABSTRACT
Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners. Results showed that intrusive...Paper Details
Title
Consumer Reactions to Intrusiveness Of Online-Video Advertisements
Published Date
Mar 1, 2015
Volume
55
Issue
1
Pages
37 - 50
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