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In-Stream Video Advertising: Effects of Congruence and Advertisement Positions on Consumer Response Karen Whitehill King and Shuoya Sun Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX.

Abstract: This study examines the effects of ad-context congruence and ad positions on consumers’ response in an in-stream video advertising setting. Findings of the study indicate that, regardless of ad […]

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