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Journal of Interactive Advertising Volume 19, 2019 - Issue 1
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Articles

Distinguishing User Experience When Customizing in a User-Generated Content Advertising Campaign and Subsequent Effects on Product Attitudes, Reactance, and Source Credibility

Michael D. HanusDepartment of Advertising and Public Relations, University of Nebraska–Lincoln, Lincoln, Nebraska, USACorrespondence[email protected]
Pages 74-85 | Published online: 18 Mar 2019

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Regina Jihea Ahn & Chang-Dae Ham. (2022) Exploring the Effect of Ad Choice in Online Video-Streaming Platforms: Moderated by Ad Involvement and Mediated by Psychological Reactance. Journal of Current Issues & Research in Advertising 43:4, pages 360-376.
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