Apply the motivation-opportunity-ability model to measure the effectiveness of subway advertising

Research output: Contribution to conference › Conference paper › peer-review

Original language	English
Publication status	Published - 23 Jun 2022
Event	The 20th International Conference on Research in Advertising (ICORIA 2022) - Prague, Czech Republic Duration: 23 Jun 2022 → 25 Jun 2022 http://www.europeanadvertisingacademy.org/conference-2022/

Conference	The 20th International Conference on Research in Advertising (ICORIA 2022)
Country/Territory	Czech Republic
City	Prague
Period	23/06/22 → 25/06/22
Internet address	http://www.europeanadvertisingacademy.org/conference-2022/

User-Defined Keywords

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title = "Apply the motivation-opportunity-ability model to measure the effectiveness of subway advertising",

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author = "Kara Chan and Qiqi Li",

year = "2022",

month = jun,

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language = "English",

note = "The 20th International Conference on Research in Advertising (ICORIA 2022) ; Conference date: 23-06-2022 Through 25-06-2022",

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AU - Chan, Kara

AU - Li, Qiqi

PY - 2022/6/23

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KW - media audiences

KW - advertising effectiveness

KW - Out-of-home advertising

KW - advertising media planning

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T2 - The 20th International Conference on Research in Advertising (ICORIA 2022)

Y2 - 23 June 2022 through 25 June 2022

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