Abstract:This study is aimed to propose an effective advertisement exposure method by analyzing the advertisement attitude of consumers who are exposed to advertisements in the short-form video platform's hashtag challenge. The speed of content upgrades is gradually accelerating, and people's media consumption habits are also changing along with the change of the content usage environment like the advancement of technologies (e.g., smart devices) and the universalization of the Internet. With people moving from a text-… Show more
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