Effect of short video ads on sales through social media : the role of advertisement content generators
Jiaoju Ge, Yuepeng Sui, Xiaofeng Zhou and Guoxin Li
| Year of publication: |
2021
|
|---|---|
| Authors: | Ge, Jiaoju ; Sui, Yuepeng ; Zhou, Xiaofeng ; Li, Guoxin |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 40.2021, 6, p. 870-896
|
| Subject: | advertisement sociability | advertisement vividness | content generators | internet influencer | short video ads | Online-Marketing | Internet marketing | Werbung | Advertising | Social Web | Social web | Werbewirkung | Advertising effects | Internet |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1848986 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012623904