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Journal of Advertising
Volume 51, 2022 - Issue 1
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Research Notes
An Integrative Approach to Determinants of Pre-Roll Ad Acceptance and Their Relative Impact: Evidence from Big Data
Mi Hyun Leea Northwestern University, Evanston, Illinois, USAView further author information
, Su Jung Kimb University of Southern California, Los Angeles, California, USAhttps://orcid.org/0000-0003-2025-4019View further author information
, Sang-Hyeak Yoonc Smart Media Representative, Seoul, Republic of Koreahttps://orcid.org/0000-0002-0182-6109View further author information
& Sungho Parkd Seoul National University, Seoul, Republic of KoreaCorrespondence[email protected]
https://orcid.org/0000-0001-7201-8769View further author information
https://orcid.org/0000-0001-7201-8769View further author information
Pages 76-84
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Received 15 May 2020, Accepted 16 May 2021, Published online: 09 Jul 2021
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