Captivating Consumers in 6 Seconds: The Impact of advertising duration with Emotional vs. Rational Appeals in TikTok Advertisements

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Keywords	Social Media Advertising, Advertising Duration, Advertisement Appeals, TikTok Advertising, Emotional Appeals, Rational Appeals, Video Advertising
Thesis Advisor	De Raaf, Daan, Ferecatu, Alina
Persistent URL	hdl.handle.net/2105/68825
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Brühöfner, Antonius. (2023). Captivating Consumers in 6 Seconds: The Impact of advertising duration with Emotional vs. Rational Appeals in TikTok Advertisements. In Marketing Management.http://hdl.handle.net/2105/68825

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