Examining consumer responses to YouTube ads through facial expressions and self-reports : the role of gender identity and emotional appeals
Maria C. Voutsa, Eirini Tsichla, Leonidas Hatzithomas and Kostoula Margariti
| Year of publication: |
2021
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|---|---|
| Authors: | Voutsa, Maria C. ; Tsichla, Eirini ; Hatzithomas, Leonidas ; Margariti, Kostoula |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 15.2021, 4, p. 368-393
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| Subject: | gender identity | emotional appeals | advertising | facial expression analysis | Werbewirkung | Advertising effects | Emotion | Geschlecht | Gender | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology | Werbung | Advertising | Emotionale Werbung | Emotional branding |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJIMA.2021.117531 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012670668