Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube
| Autor: | Taylor Jing Wen, Wan-Hsiu Sunny Tsai, Ching-Hua Chuan, Jing Yang |
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| Rok vydání: | 2021 |
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| Zdroj: | Journal of Current Issues & Research in Advertising. 43:200-218 |
| ISSN: | 2164-7313 1064-1734 |
| DOI: | 10.1080/10641734.2021.1963356 |
| Popis: | By applying the computational method of decision trees, this research identifies the most decisive attributes enhancing ad persuasiveness by examining the contextual effects of emotional (in)congru... |
| Databáze: | OpenAIRE |
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