User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors
Abstract
Due to commercial information loss of efficacy, social media advertising introduced skippable formats as an interactive function to attract customers. This empowerment of users could also favor the development of their skills and strategies to deal with online advertising, which may result in a lower advertising effectiveness. A study with 286 YouTube users was carried out to investigate this adaptation process to an advertising format by...
Paper Details
Title
User adaptation to interactive advertising formats: The effect of previous exposure, habit and time urgency on ad skipping behaviors
Published Date
Nov 1, 2017
Journal
Volume
34
Issue
7
Pages
961 - 972
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