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Keywords: Digital video advertisements
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Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (3): 442–459.
Published: 22 July 2024
... evaluation of advertising effectiveness, offering a more intricate analysis of consumer engagement based on product novelty. Design/methodology/approach Employing a comprehensive dataset encompassing 461 digital video advertisements from six leading technology-centric firms, this study employs content...
