Orangzab, Orangzab; Ismail, M.; Akbar, Minhas; Zubr, Václav; Mehdi, S.M.; Vasudevan, A.; Fan, H.
(EnPress, 2024)
Research in the field of online advertising has focused on the effect of in-stream ads on viewers’ attitudes and intentions to purchase. However, little is known regarding the crucial role of viewer’s control in terms of ...