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"How Does Music-Message Congruency in Online Video Advertisements Enhance ..."

Yongzhong Yang et al. (2021)

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DOI: 10.1109/ACCESS.2021.3093353

access: open

type: Journal Article

metadata version: 2023-08-28

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  - https://dblp.org/rec/journals/access/YangYST21
Yongzhong Yang, Ruo Yang, Xiaoting Song, Yunyan Tang:
How Does Music-Message Congruency in Online Video Advertisements Enhance Consumers' Behavior Intentions? A Serial Multiple Mediator Model. IEEE Access 9: 94548-94556 (2021)

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