Are contextual advertisements effective? The moderating role of complexity in banner advertising

Kwang Yeun Chun, Ji Hee Song, Candice R. Hollenbeck, Jong Ho Lee

Research output: Contribution to journal › Article › peer-review

46 Scopus citations

Original language	English
Journal	International Journal of Advertising
Volume	33
Issue number	2
State	Published - 2014

Cite this

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title = "Are contextual advertisements effective? The moderating role of complexity in banner advertising",

author = "Chun, {Kwang Yeun} and Song, {Ji Hee} and Hollenbeck, {Candice R.} and Lee, {Jong Ho}",

year = "2014",

language = "English",

volume = "33",

journal = "International Journal of Advertising",

issn = "0265-0487",

publisher = "Taylor and Francis Ltd.",

number = "2",

}

TY - JOUR

T1 - Are contextual advertisements effective? The moderating role of complexity in banner advertising

AU - Chun, Kwang Yeun

AU - Song, Ji Hee

AU - Hollenbeck, Candice R.

AU - Lee, Jong Ho

PY - 2014

Y1 - 2014

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M3 - Article

AN - SCOPUS:84901806963

SN - 0265-0487

VL - 33

JO - International Journal of Advertising

JF - International Journal of Advertising

IS - 2

ER -