# Effect of media context on avoidance of skippable pre-roll ads in online video platform: A mental accounting of time perspective

> Research article (Journal of Business Research, 2023) · cited 15× · AI/ML

**Wikidata**: [openalex:W4372313948](https://www.wikidata.org/wiki/openalex:W4372313948)  
**Source**: https://4ort.xyz/entity/effect-of-media-context-on-avoidance-of-skippable-pre-roll-ads-in-online-video-platform-a-mental-accounting-of-time-pers