How Does Music-Message Congruency in Online Video Advertisements Enhance Consumers’ Behavior Intentions? A Serial Multiple Mediator Model
This study provides new insights into the influence of music-message congruency on behavior intentions. A serial multiple mediation model in which the relationship between music-message congruency and behavior intentions is sequentially mediated by arousal and brand trust was constructed and tested....
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
IEEE
2021-01-01
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| Series: | IEEE Access |
| Subjects: | |
| Online Access: | https://ieeexplore.ieee.org/document/9467378/ |