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Keywords: Online video advertising effectiveness
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (11): 2642–2671.
Published: 30 October 2025
...Song Su; Xueli Guo; Honghong Tang; Silin Huang Purpose This research aims to examine whether countdown timers affect online video advertising effectiveness and test the mediating roles of viewer attention and irritation. It also aims to explore whether commercial length or informational ad...
Includes: Supplementary data
