An investigation on the influence of YouTube advertising on the purchase intention of nutritional drinks during COVID pandemic
P.S. Nagarajan, A. Martina
| Year of publication: |
2025
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|---|---|
| Authors: | Nagarajan, P. S. ; Martina, A. |
| Published in: |
International journal of business information systems : IJBIS. - [Olney, Bucks.] : Inderscience Enterprises, ISSN 1746-0980, ZDB-ID 2436031-4. - Vol. 49.2025, 4, p. 527-553
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| Subject: | consumers purchase intention | Ducoffe's web advertising | hedonic motivation | informativeness | nutritional drinks | persuasiveness | YouTube advertising | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Coronavirus | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Kaufentscheidung | Purchase decision | Ernährung | Nutrition | Kaufmotiv | Consumer motivation | Alkoholkonsum | Alcohol consumption |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBIS.2025.147815 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015472347