Helpful advertising messages reach consumers through user-generated videos : an empirical study from the audience involvement perspective
Junpeng Guo, Siyuan Gou, Wenhua Li
| Year of publication: |
2024
|
|---|---|
| Authors: | Guo, Junpeng ; Gou, Siyuan ; Li, Wenhua |
| Subject: | Danmu | Information processing | Live comments | Perceived helpfulness of online review | User-generated video | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects | Social Web | Social web | Online-Marketing | Internet marketing | Kundenintegration | Customer integration | Werbung | Advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-022-00194-3 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015137896