KOREASCHOLAR

STAY FOR THE PUNCHLINE: EXAMINING AD SKIPPING BEHAVIOUR IN HUMOROUS VIDEO ADS

Joanna Lin, Billy Sung, Sean Lee
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442354
Download
Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.160
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Pre-Roll AdHumour AppealAd AvoidanceAd Skipping IntentionsAd EffectivenessConsumer Biometrics
Author
  • Joanna Lin(Curtin University, Australia)
  • Billy Sung(Curtin University, Australia)
  • Sean Lee(Curtin University, Australia)