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

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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
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  Data: More Ads, More Viewers? Analyzing Behavioral Shifts from Advertising Permissions to Live Streaming Consumption.
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing%22">Journal of Marketing</searchLink>. Mar2026, Vol. 90 Issue 2, p96-114. 19p.
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        Value: 10.1177/00222429251363144
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      – TitleFull: More Ads, More Viewers? Analyzing Behavioral Shifts from Advertising Permissions to Live Streaming Consumption.
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              Text: Mar2026
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