On the determinants of online short videos' effectiveness relative to parents' attitudes, behavioural intentions and consideration of alternatives
Year of publication: |
2022
|
---|---|
Authors: | Konstantoulaki, Kleopatra ; Rizomyliotis, Ioannis ; Lionakis, Konstantinos ; Chen, Yiheng |
Published in: |
Review of marketing science. - Berlin : De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 20.2022, 1, p. 63-82
|
Subject: | attitudes | behavioural intentions | consideration | entertainment | information | invasiveness | perceived usefulness | trust | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Kundenzufriedenheit | Customer satisfaction | Meinung | Opinion | Verbrauchereinstellung | Consumer attitudes |
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