期刊
INTERNATIONAL JOURNAL OF ADVERTISING
卷 28, 期 4, 页码 623-638出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.2501/S0265048709200795
关键词
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This study addresses factors in advertising that lead to interstitial ads being perceived as intrusive. Eight theory-driven hypotheses were derived and tested. The results indicate that the perception of intrusiveness of ads can be controlled by aspects of ad value, ad placement and ad execution.
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