Giving power to those having less power : NGOs, YouTube and virality
Aikaterini Avgeropoulou and Yioula Melanthiou
| Year of publication: |
2021
|
|---|---|
| Authors: | Avgeropoulou, Aikaterini ; Melanthiou, Yioula |
| Published in: |
Journal for global business advancement : JGBA. - Olney, Bucks : Inderscience Enterprises, ISSN 1746-9678, ZDB-ID 2439433-6. - Vol. 14.2021, 4, p. 520-540
|
| Subject: | viral marketing | NGOs | non-governmental organisation | consumer behaviour | YouTube | audio-visual appeal | aesthetic appeal | content appeal | cinematography | Netnography | Nichtregierungsorganisation | Non-governmental organization | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Social Web | Social web | Online-Marketing | Internet marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/JGBA.2021.118748 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012693775