Information consistency as response to pre-launch advertising communications: The case of YouTube trailers
IntroductionPre-launch advertising communications are critical for the early adoption of experiential products. Often, companies release a variety of advertising messages for the same product, which results in a lack of information consistency. Research on the effect of advertising communications wi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-01-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2022.1022139/full |