Exploring user reactions to luxury brand videos on YouTube : a comparative study of influencers and brand-official channels
Andrea Fronzetti Colladon, Michela Matarazzo, Luca Petruzzellis and Marco Visentin
| Year of publication: |
2024
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| Authors: | Colladon, Andrea Fronzetti ; Matarazzo, Michela ; Petruzzellis, Luca ; Visentin, Marco |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 43.2024, 7, p. 1172-1194
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| Subject: | Brandcommunication | Influencer marketing | Luxury brands | Social media | Text mining | YouTube | Social Web | Social web | Luxusgüter | Luxury goods | Online-Marketing | Internet marketing | Markenartikel | Brand | Markenführung | Brand management | Influencer | Konsumentenverhalten | Consumer behaviour | Marketing | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2024.2367316 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015194147