View in EDS HTML Full Text PDF Full Text

More Ads, More Viewers? Analyzing Behavioral Shifts from Advertising Permissions to Live Streaming Consumption.

Saved in:
Bibliographic Details
Title: More Ads, More Viewers? Analyzing Behavioral Shifts from Advertising Permissions to Live Streaming Consumption.
Authors: Wu, Michael W. (AUTHOR), Ham, Sung H. (AUTHOR) sungham@msu.edu
Source: Journal of Marketing. Mar2026, Vol. 90 Issue 2, p96-114. 19p.
Database: Business Source Ultimate
Full text is not displayed to guests.
Description
ISSN:00222429
DOI:10.1177/00222429251363144