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Structure: Internal structure identifier : 253831
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How Much Does Ad Sequence Matter? Economic Implications of Consumer Zapping and the Zapping-Induced Externality in the Television Advertising Market

Yang Shi , Jun B Kim , Ying Zhao
Journal of Advertising, 2023, 52 (2), pp.229-246. ⟨10.1080/00913367.2022.2026843⟩
Journal articles hal-04038624v1