An Empirical Approach on Pre-roll Advertising through Narrative Ads and FoMO

The narrative impact has long been studied in the marketing communication discipline and associated with different advertising topics. In this context, the present study aims to explore connections among narrative ads, intrusiveness perception, and skipping behavior within the scope of digital video advertising. Besides, fear of missing out (FoMO), which is predicted to be related to the mentioned pre-roll advertising factors was included as...