Yang, Ruo and Yang, Yongzhong and Mohsin, Shafi and Tang, Yunyan (2024) Advertising Wearout and Loyalty: The Moderating Role of Consumer Involvement. In: Proceedings of the 5th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2023, December 8–10, 2023, Guangzhou, China.
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Abstract
This research discusses the effect of advertising wearout on consumers when it comes to online video advertisements. By analyzing the collected data (n=231) using partial least square SEM, it is found advertising wearout was positively correlated with irritation, while irritation was negatively corr
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 17:30 |
| Last Modified: | 16 Apr 2026 23:57 |
| URI: | http://eprints.eai.eu/id/eprint/48586 |
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