Exploring the factors influencing consumer engagement behavior regarding short-form video advertising : a big data perspective
Lin Xiao, Xiaofeng Li, Yucheng Zhang
| Year of publication: |
2023
|
|---|---|
| Authors: | Xiao, Lin ; Li, Xiaofeng ; Zhang, Yucheng |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 70.2023, p. 1-15
|
| Subject: | Short-form video advertisements | Consumer engagement behavior | Product-type | Text analysis | TikTok | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2022.103170 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014240307