Easy to Enter or Easy to Exit? Investigating the Role of Ad Fluency Location in Shaping User Attitudes toward Embedded Ads in Short Videos

Authors

• Rui Luo, School of Information Management, Wuhan University, Wuhan 430072, Hubei, China
• Bo Yang, School of Information Management, Wuhan University, Wuhan 430072, Hubei, ChinaFollow
• Yongqiang Sun, School of Information Management, Wuhan University, Wuhan 430072, Hubei, China

Recommended Citation

Luo, Rui; Yang, Bo; and Sun, Yongqiang, "Easy to Enter or Easy to Exit? Investigating the Role of Ad Fluency Location in Shaping User Attitudes toward Embedded Ads in Short Videos" (2026). WHICEB 2026 Proceedings. 71.
https://aisel.aisnet.org/whiceb2026/71