Adoption Intentions Toward Interactive Digital Television Among Advertising Professionals
نویسندگان
چکیده
منابع مشابه
Interactive Television Advertising: A Research Agenda
Digital television and digital video recorders (DVRs) open up new possibilities for interactive television (iTV) advertising. Little is known about whether iTV advertising will be more effective than traditional linear TV advertising and what iTV ad models are more effective than others. This paper summarises the few studies that have been published so far. However, the main contribution of thi...
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ژورنال
عنوان ژورنال: Journal of Interactive Advertising
سال: 2011
ISSN: 1525-2019
DOI: 10.1080/15252019.2011.10722184