Matches in SemOpenAlex for { <https://semopenalex.org/work/W4283815215> ?p ?o ?g. }
- W4283815215 endingPage "739" @default.
- W4283815215 startingPage "713" @default.
- W4283815215 abstract "Mobile devices have evolved as a major channel for online video consumption. With the growth of online video platforms, various ad formats have been experimented to increase advertising effectiveness. One such attempt is pre-roll skippable ads that allow users to skip an ad after watching it for a few seconds. Despite pre-roll ads providing better user experience, their high skipping rate is alarming to advertisers and brands. Recent studies revealed what factors influence pre-roll ad acceptance, yet little has been known regarding the role of device type. This study investigates how mobile users respond to pre-roll skippable ads differently than PC users, focusing on individual and contextual factors of video consumption. Using individual-level clickstream data obtained from a major online video platform in South Korea, this study found that mobile users tend to skip pre-roll ads more often than PC users, but the degree differs by individual and contextual factors." @default.
- W4283815215 created "2022-07-06" @default.
- W4283815215 creator A5008788138 @default.
- W4283815215 creator A5026926168 @default.
- W4283815215 creator A5039034135 @default.
- W4283815215 creator A5055333102 @default.
- W4283815215 date "2022-07-05" @default.
- W4283815215 modified "2023-10-06" @default.
- W4283815215 title "How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data" @default.
- W4283815215 cites W1436590680 @default.
- W4283815215 cites W1983015074 @default.
- W4283815215 cites W1999012125 @default.
- W4283815215 cites W2008429721 @default.
- W4283815215 cites W2020266303 @default.
- W4283815215 cites W2023505872 @default.
- W4283815215 cites W2079084267 @default.
- W4283815215 cites W2079280718 @default.
- W4283815215 cites W2092430563 @default.
- W4283815215 cites W2104711908 @default.
- W4283815215 cites W2123714451 @default.
- W4283815215 cites W2132534623 @default.
- W4283815215 cites W2215443592 @default.
- W4283815215 cites W2256145955 @default.
- W4283815215 cites W2299176835 @default.
- W4283815215 cites W2318436876 @default.
- W4283815215 cites W2325791256 @default.
- W4283815215 cites W2552646986 @default.
- W4283815215 cites W2621972244 @default.
- W4283815215 cites W2694806686 @default.
- W4283815215 cites W2805546238 @default.
- W4283815215 cites W2954038896 @default.
- W4283815215 cites W2954586181 @default.
- W4283815215 cites W2958184239 @default.
- W4283815215 cites W3000476390 @default.
- W4283815215 cites W3004041021 @default.
- W4283815215 cites W3108139665 @default.
- W4283815215 cites W3123696801 @default.
- W4283815215 cites W3124481258 @default.
- W4283815215 cites W3132618476 @default.
- W4283815215 cites W3182100690 @default.
- W4283815215 cites W3186159309 @default.
- W4283815215 cites W4234712938 @default.
- W4283815215 doi "https://doi.org/10.1080/02650487.2022.2094053" @default.
- W4283815215 hasPublicationYear "2022" @default.
- W4283815215 type Work @default.
- W4283815215 citedByCount "1" @default.
- W4283815215 countsByYear W42838152152023 @default.
- W4283815215 crossrefType "journal-article" @default.
- W4283815215 hasAuthorship W4283815215A5008788138 @default.
- W4283815215 hasAuthorship W4283815215A5026926168 @default.
- W4283815215 hasAuthorship W4283815215A5039034135 @default.
- W4283815215 hasAuthorship W4283815215A5055333102 @default.
- W4283815215 hasConcept C108827166 @default.
- W4283815215 hasConcept C110875604 @default.
- W4283815215 hasConcept C112698675 @default.
- W4283815215 hasConcept C127162648 @default.
- W4283815215 hasConcept C127613066 @default.
- W4283815215 hasConcept C130436687 @default.
- W4283815215 hasConcept C136764020 @default.
- W4283815215 hasConcept C138744977 @default.
- W4283815215 hasConcept C144024400 @default.
- W4283815215 hasConcept C144133560 @default.
- W4283815215 hasConcept C186967261 @default.
- W4283815215 hasConcept C30772137 @default.
- W4283815215 hasConcept C36289849 @default.
- W4283815215 hasConcept C41008148 @default.
- W4283815215 hasConcept C512338625 @default.
- W4283815215 hasConcept C70133500 @default.
- W4283815215 hasConcept C76155785 @default.
- W4283815215 hasConceptScore W4283815215C108827166 @default.
- W4283815215 hasConceptScore W4283815215C110875604 @default.
- W4283815215 hasConceptScore W4283815215C112698675 @default.
- W4283815215 hasConceptScore W4283815215C127162648 @default.
- W4283815215 hasConceptScore W4283815215C127613066 @default.
- W4283815215 hasConceptScore W4283815215C130436687 @default.
- W4283815215 hasConceptScore W4283815215C136764020 @default.
- W4283815215 hasConceptScore W4283815215C138744977 @default.
- W4283815215 hasConceptScore W4283815215C144024400 @default.
- W4283815215 hasConceptScore W4283815215C144133560 @default.
- W4283815215 hasConceptScore W4283815215C186967261 @default.
- W4283815215 hasConceptScore W4283815215C30772137 @default.
- W4283815215 hasConceptScore W4283815215C36289849 @default.
- W4283815215 hasConceptScore W4283815215C41008148 @default.
- W4283815215 hasConceptScore W4283815215C512338625 @default.
- W4283815215 hasConceptScore W4283815215C70133500 @default.
- W4283815215 hasConceptScore W4283815215C76155785 @default.
- W4283815215 hasIssue "4" @default.
- W4283815215 hasLocation W42838152151 @default.
- W4283815215 hasOpenAccess W4283815215 @default.
- W4283815215 hasPrimaryLocation W42838152151 @default.
- W4283815215 hasRelatedWork W1551421219 @default.
- W4283815215 hasRelatedWork W2026164260 @default.
- W4283815215 hasRelatedWork W2133375222 @default.
- W4283815215 hasRelatedWork W2212015221 @default.
- W4283815215 hasRelatedWork W2334894004 @default.
- W4283815215 hasRelatedWork W2569429894 @default.
- W4283815215 hasRelatedWork W3150755883 @default.
- W4283815215 hasRelatedWork W4248618816 @default.