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An Experimental Investigation of Ski...

ProQuest Information and Learning Co.

An Experimental Investigation of Skipping Behavior in YouTube Advertising : = The Effect of Humor on Attention, Attitude, and Brand Recall.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	An Experimental Investigation of Skipping Behavior in YouTube Advertising :/
Reminder of title:	The Effect of Humor on Attention, Attitude, and Brand Recall.
Author:	Wheeler, Anthony M.
Description:	1 online resource (48 pages)
Notes:	Source: Masters Abstracts International, Volume: 57-02.
Contained By:	Masters Abstracts International57-02(E).
Subject:	Communication. -
Online resource:	click for full text (PQDT)
ISBN:	9780355457438

An Experimental Investigation of Skipping Behavior in YouTube Advertising : = The Effect of Humor on Attention, Attitude, and Brand Recall.
Wheeler, Anthony M.

An Experimental Investigation of Skipping Behavior in YouTube Advertising :The Effect of Humor on Attention, Attitude, and Brand Recall. - 1 online resource (48 pages)

Source: Masters Abstracts International, Volume: 57-02.

Thesis (M.A.)--University of South Alabama, 2017.

Includes bibliographical references

Evolving media technologies impact advertising by empowering consumers to control their exposure to advertisements through mechanical means. Convincing viewers to watch advertisements is critical for the economic benefit of both advertisers and the mass media industry. This is especially important in digital platforms, which industry statistics project to soon exceed television advertising expenditures for the first time. Expenditures in social media advertising, especially, are increasing at a record pace, yet, 90% of users engage in mechanical ad avoidance behaviors.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355457438Subjects--Topical Terms:

556422
Communication.
Index Terms--Genre/Form:

554714
Electronic books.

An Experimental Investigation of Skipping Behavior in YouTube Advertising : = The Effect of Humor on Attention, Attitude, and Brand Recall.
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100 1 $a Wheeler, Anthony M. $3 1195540
245 1 3 $a An Experimental Investigation of Skipping Behavior in YouTube Advertising : $b The Effect of Humor on Attention, Attitude, and Brand Recall.
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300 $a 1 online resource (48 pages)
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500 $a Source: Masters Abstracts International, Volume: 57-02.
500 $a Adviser: Steven C. Rockwell.
502 $a Thesis (M.A.)--University of South Alabama, 2017.
504 $a Includes bibliographical references
520 $a Evolving media technologies impact advertising by empowering consumers to control their exposure to advertisements through mechanical means. Convincing viewers to watch advertisements is critical for the economic benefit of both advertisers and the mass media industry. This is especially important in digital platforms, which industry statistics project to soon exceed television advertising expenditures for the first time. Expenditures in social media advertising, especially, are increasing at a record pace, yet, 90% of users engage in mechanical ad avoidance behaviors.
520 $a The use of humor is commonly believed to be effective in advertising, but research findings have been mixed. Viewers' attention to an ad has been shown to be a necessary condition for advertising effectiveness. This study examined the relationship between the use of humorous ad content to decrease ad avoidance behavior and increase attention to an ad, and the subsequent effects of humor on attitude toward and recall of the advertised brand name within a YouTube instructional video context. Participants were found more likely to recall an advertised brand name from a humorous commercial. Results also seemingly indicate that there was no effect of humor on viewing time of advertisements.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Communication. $3 556422
650 4 $a Marketing. $3 557931
650 4 $a Web studies. $3 1148502
655 7 $a Electronic books. $2 local $3 554714
690 $a 0459
690 $a 0338
690 $a 0646
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a University of South Alabama. $b Arts and Sciences. $3 1188305
773 0 $t Masters Abstracts International $g 57-02(E).
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10641054 $z click for full text (PQDT)

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