1 Result(s)

Chapter and Conference Paper

Are Those Immersive Online Ads Really Effective? Consumers’ Responses to 360° Video Ads in Different Media Platforms: An Abstract

This study investigated the main effects of video ad type and media platform type as well as a two-way interaction effect between ad type and media platform type on consumer responses to online video ads. Seve...

Doyle Yoon, Seunghyun Kim, Fuwei Sun in Boundary Blurred: A Seamless Customer Expe… (2018)