"Understanding the influence mechanism of advertising avoidance from an ..."

Bo Yang et al. (2024)

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DOI: 10.1016/J.ELERAP.2024.101377

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type: Journal Article

metadata version: 2024-08-22

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Bo Yang, Xinrui Zhang, Xusen Cheng, Tong Xue:
Understanding the influence mechanism of advertising avoidance from an S-O-R perspective: An empirical study based on "Qiafan" videos of Bilibili. Electron. Commer. Res. Appl. 64: 101377 (2024)

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