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Keywords: VIC model
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Journal Articles
Journal:
Chinese Management Studies
Chinese Management Studies (2017) 11 (1): 90–106.
Published: 03 April 2017
... proposes a new analytical method – voice, incentive and convenience (VIC) model, which is used to analyze the commercial value of iTV ad. The proposal of VIC model is based on Wang et al.’s Iceberg theory. Findings The effect of interactive advertising is significantly better than...
