2023
DOI: 10.1177/00027642231166872
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Analysis of Emotional Responses in Political Communication: An Experimental Case of Interactive Advertising

Abstract: The emotional reactions to interactive advertisements are a relatively new study object, attending the synchronous evolution of the natural interactive platforms. Interactivity has increased thanks to Internet usage, and it can be also attractive for political communication. In television’s case, it is a growing phenomenon whose main launcher is the implementation of the Hybrid broadcast broadband Television (HbbTV) standard. Key players of the sector (networks, media agencies, and advertisers) try to take pr… Show more

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