JCIRA: Curious and Interesting
You’re listening to “Curious and Interesting,” a two-minute podcast on what’s new and intriguing in the world of advertising research. I’m Dr. Sukki Yoon, editor of the Journal of Current Issues and Research in Advertising.
JCIRA: Curious and Interesting
43. 2-6: Emotional congruence of ad placement on YouTube
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Sukki Yoon
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Season 43
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Episode 2
Taylor Jing Wen, Ching-Hua Chuan, Jing Yang & Wanhsiu Sunny Tsai (2022) Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube, Journal of Current Issues & Research in Advertising, 43:2, 200-218, DOI: 10.1080/10641734.2021.1963356