Most Significant Impact on Consumer Engagement: An Analytical Framework for the Multimodal Content of Short Video Advertisements
The increasing popularity of short videos has presented sellers with fresh opportunities to craft video advertisements that incorporate diverse modal information, with each modality potentially having a different influence on consumer engagement. Understanding which information is most important in...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-03-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/20/2/54 |
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