What makes people watch online in-stream video advertisements?

Claire Youngnya Joa, Kisun Kim, Louisa Ha

School of Media and Communication

Research output: Contribution to journal › Article › peer-review

Original language	American English
Journal	Journal of Interactive Advertising
DOIs	https://doi.org/10.1080/15252019.2018.1437853
State	Published - 2018

Keywords

In-stream ads
YouTube
ad avoidance
ad viewing context
user type

Disciplines

Business
Advertising and Promotion Management

Access to Document

10.1080/15252019.2018.1437853License: Unspecified

Cite this

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title = "What makes people watch online in-stream video advertisements?",

keywords = "In-stream ads, YouTube, ad avoidance, ad viewing context, user type",

author = "Joa, \{Claire Youngnya\} and Kisun Kim and Louisa Ha",

year = "2018",

doi = "10.1080/15252019.2018.1437853",

language = "American English",

journal = "Journal of Interactive Advertising",

}

TY - JOUR

T1 - What makes people watch online in-stream video advertisements?

AU - Joa, Claire Youngnya

AU - Kim, Kisun

AU - Ha, Louisa

PY - 2018

Y1 - 2018

KW - In-stream ads

KW - YouTube

KW - ad avoidance

KW - ad viewing context

KW - user type

U2 - 10.1080/15252019.2018.1437853

DO - 10.1080/15252019.2018.1437853

M3 - Article

JO - Journal of Interactive Advertising

JF - Journal of Interactive Advertising

ER -