Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube

Taylor Jing Wen; Ching Hua Chuan; Jing Yang; Wanhsiu Sunny Tsai

doi:10.1080/10641734.2021.1963356

Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube

Taylor Jing Wen, Ching Hua Chuan, Jing Yang, Wanhsiu Sunny Tsai

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	200-218
Number of pages	19
Journal	Journal of Current Issues and Research in Advertising
Volume	43
Issue number	2
DOIs	https://doi.org/10.1080/10641734.2021.1963356
State	Published - 2022
Externally published	Yes

ASJC Scopus Subject Areas

Marketing

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10.1080/10641734.2021.1963356

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title = "Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube",

author = "Wen, {Taylor Jing} and Chuan, {Ching Hua} and Jing Yang and Tsai, {Wanhsiu Sunny}",

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year = "2022",

doi = "10.1080/10641734.2021.1963356",

language = "English",

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AU - Wen, Taylor Jing

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AU - Tsai, Wanhsiu Sunny

PY - 2022

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VL - 43

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JO - Journal of Current Issues and Research in Advertising

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IS - 2

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Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube

ASJC Scopus Subject Areas

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