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Justifying advertisements in paid streaming subscriptions: the role of perceived fairness in shaping user intentions

Year: 2026

Type: article

Source: International Journal of Advertising

DOI: 10.1080/02650487.2026.2694294

Authors: Jamel Khenfer, Aya Shaban, Sana Minhas

Institutions: Zayed University, Higher Colleges of Technology

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7166323476

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Cites: 36

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