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Improvements in online advertising technologies and their accessibility by brands has given rise to a proliferation of advertising in the digital ecosystem. The online display advertising market has evolved beyond traditional banner ads to include many visual and audio features that make ads more prominent and harder to ignore. Consumers are increasingly being exposed to a wider variety of advertising formats across multiple devices on the web. This study looks to build on previous research and add to the body of knowledge by examining if device specific effects are seen and if negative emotional reactions mediate consumer’s attitudes to brand and the propensity to share.

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Prof. Laurent Muzellec / Eamonn O'Raghallaigh
Trinity Business School.
Trinity College Dublin, The University of Dublin
College Green
Dublin 2, Ireland

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Eamonn O'Raghallaigh
Phone: +353 86 1701808
Email: eoraghal@tcd.ie

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