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Journal of Promotion Management Volume 28, 2022 - Issue 5
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Articles

Does in-Stream Video Advertising Work? Effects of Position and Congruence on Consumer Responses

Jason Freemana Brigham Young University, Provo, Utah, USACorrespondence[email protected]
,
Lewen Weib Pennsylvania State University, State College, Pennsylvania, USAORCID Iconhttps://orcid.org/0000-0002-4387-2779
ORCID Icon,
Hyun Yangb Pennsylvania State University, State College, Pennsylvania, USA
&
Fuyuan Shenb Pennsylvania State University, State College, Pennsylvania, USA
Pages 515-536 | Published online: 30 Nov 2021

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Read on this site (1)

Heejin An Lim, Hyunjoo Im & Garim Lee. (2022) The strengths of fashion film series: The effects on character empathy and brand anthropomorphism. Journal of Global Fashion Marketing 13:4, pages 289-303.
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Articles from other publishers (2)

Ransome Epie Bawack, Emilie Bonhoure, Jean-Robert Kala Kamdjoug & Mihalis Giannakis. (2023) How social media live streams affect online buyers: A uses and gratifications perspective. International Journal of Information Management 70, pages 102621.
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Simo Järvelä, Lewen Wei, Lobna Hassan & Juho Hamari. (2022) Storifying a Serious Mobile Game: Exploring Players’ Perception of Storification Features, Narrative Engagement, and Behavioral Intentions. Storifying a Serious Mobile Game: Exploring Players’ Perception of Storification Features, Narrative Engagement, and Behavioral Intentions.

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