The impacts of ad skip option and ad time display on viewer response to in-stream video ads: the role of perceived control and reactance - Choi, Dongwon; Kim, Jooyoung (Internet research, 2022)
Keywords: Advertising; Alliances; Between-subjects design; Cognitive ability; Consumers; Digital broadcasting; Digital marketing; Digital media; Feedback (Response); Freedom; Internet; Irritation; Literature Reviews; Marketing; Perceptions; Predictive control; Reactance; Social networks; Streaming media; Television; Video Technology; Ad skip option; Reactance; In-stream video ads; Ad time display; Perceived control