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How do video features matter in visual advertising? An elaboration likelihood model perspective

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Listed:
  • Song, Danyang
  • Wang, Shichao
  • Ou, Carol

    (Tilburg University, School of Economics and Management)

  • Chen, Xi
  • Liu, Ruitao
  • Tang, Haihong

Abstract

No abstract is available for this item.

Suggested Citation

  • Song, Danyang & Wang, Shichao & Ou, Carol & Chen, Xi & Liu, Ruitao & Tang, Haihong, 2021. "How do video features matter in visual advertising? An elaboration likelihood model perspective," Other publications TiSEM 37845995-5426-470a-8630-8, Tilburg University, School of Economics and Management.
    • Handle: RePEc:tiu:tiutis:37845995-5426-470a-8630-892bc2308283
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    File URL: https://pure.uvt.nl/ws/portalfiles/portal/58595784/ICIS_2021_How_Do_Video_Features_Matter_in_Visual_Advertising.pdf
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    References listed on IDEAS

    as
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    5. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
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    8. Wu, Kewen & Vassileva, Julita & Zhao, Yuxiang & Noorian, Zeinab & Waldner, Wesley & Adaji, Ifeoma, 2016. "Complexity or simplicity? Designing product pictures for advertising in online marketplaces," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 17-27.
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    13. Li, Xi & Shi, Mengze & Wang, Xin (Shane), 2019. "Video mining: Measuring visual information using automatic methods," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 216-231.
    14. Qiang Zhang & Wenbo Wang & Yuxin Chen, 2020. "Frontiers: In-Consumption Social Listening with Moment-to-Moment Unstructured Data: The Case of Movie Appreciation and Live Comments," Marketing Science, INFORMS, vol. 39(2), pages 285-295, March.
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