Understanding Video Ads on Social Media Platforms
This dissertation consists of three chapters that explore the effects of creative elements in video ads on social media platforms and investigate how these ads impact consumer behavior in both normal times and times of crisis. The first chapter performs a comprehensive exploration of video ads on...
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| Format: | Thesis |
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Massachusetts Institute of Technology
2023
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| Online Access: | https://hdl.handle.net/1721.1/147223 |