Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising

By Jinsong Huang, Song Su, Liuning Zhou, Xi Liu. 2013

148 citations recorded by the source corpus.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/8f879a6750f3ef029d5bee14b1d718bb4b92df60

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

1. Daniel Belanche
2. Carlos Flavián

In Marketing

1. Daniel Belanche
2. Carlos Flavián
3. Luis Vicente Casaló
4. Jeroen J. L. Schepers

In Sociology and Political Science

1. Daniel Belanche
2. Carlos Flavián
3. Alfredo Pérez-Rueda
4. Luis Vicente Casaló

Citations in the corpus

• Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads (2017, methodology): “We employed two similar items, plus an additional “positive/ negative,” 7-point item for brand evaluation, to measure attitude toward the brand (α = .87), in accordance with prior scales that measure attitudes toward online video advertising (e.g., Huang et al. 2013).”