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Listen "43. 2-6: Emotional congruence of ad placement on YouTube"
Episode Synopsis
Taylor Jing Wen, Ching-Hua Chuan, Jing Yang & Wanhsiu Sunny Tsai (2022) Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube, Journal of Current Issues & Research in Advertising, 43:2, 200-218, DOI: 10.1080/10641734.2021.1963356
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