How Social Presence Influences Engagement in Short Video-Embedded Advertisements: The Serial Mediation Effect of Flow Experience and Advertising Avoidance

Dongmin Cho

How Social Presence Influences Engagement in Short Video-Embedded Advertisements: The Serial Mediation Effect of Flow Experience and Advertising Avoidance

Dongmin Cho

Department of Industrial Design

Research output: Contribution to journal › Journal article › peer-review

Original language	Korean
Journal	Journal of Theoretical and Applied Electronic Commerce Research
State	Published - 2024.06.1

Cite this

@article{b9cef323605448058100bc5b8aeccdc9,

title = "How Social Presence Influences Engagement in Short Video-Embedded Advertisements: The Serial Mediation Effect of Flow Experience and Advertising Avoidance",

author = "Dongmin Cho",

year = "2024",

month = jun,

day = "1",

language = "Korean",

journal = "Journal of Theoretical and Applied Electronic Commerce Research",

issn = "0718-1876",

}

TY - JOUR

T1 - How Social Presence Influences Engagement in Short Video-Embedded Advertisements: The Serial Mediation Effect of Flow Experience and Advertising Avoidance

AU - Cho, Dongmin

PY - 2024/6/1

Y1 - 2024/6/1

M3 - Journal article

SN - 0718-1876

JO - Journal of Theoretical and Applied Electronic Commerce Research

JF - Journal of Theoretical and Applied Electronic Commerce Research

ER -