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How Does Music-Message Congruency in Online Video Advertisements Enhance Consumers' Behavior Intentions? A Serial Multiple Mediator Model

Yongzhong Yang, Ruo Yang, Xiaoting Song, Yunyan Tang. How Does Music-Message Congruency in Online Video Advertisements Enhance Consumers' Behavior Intentions? A Serial Multiple Mediator Model. IEEE Access, 9:94548-94556, 2021. [doi]

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