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International Journal of Advertising

The Review of Marketing Communications

Volume 39, 2020 - Issue 7

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Click, click, ad: the proportion of relevant (vs. irrelevant) ads matters when advertising within paginated online content

Anastasia Kononovaa Department of Advertising and Public Relations, Michigan State University, East Lansing, Michigan, USACorrespondence[email protected]

Wonkyung Kimb Department of Public Relations and Advertising, BNU-HKBU United International College, Zhuhai, Guangdong, China

Eunsin Joob Department of Public Relations and Advertising, BNU-HKBU United International College, Zhuhai, Guangdong, China

Kristen Lyncha Department of Advertising and Public Relations, Michigan State University, East Lansing, Michigan, USA

Pages 1031-1058 | Received 28 Oct 2018, Accepted 31 Jan 2020, Published online: 10 Apr 2020

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https://doi.org/10.1080/02650487.2020.1732114
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