On the determinants of online short videos' effectiveness relative to parents' attitudes, behavioural intentions and consideration of alternatives
Kleopatra Konstantoulaki, Ioannis Rizomyliotis, Konstantinos Lionakis and Yiheng Chen
| Year of publication: |
2022
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|---|---|
| Authors: | Konstantoulaki, Kleopatra ; Rizomyliotis, Ioannis ; Lionakis, Konstantinos ; Chen, Yiheng |
| Published in: |
Review of marketing science. - Berlin : De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 20.2022, 1, p. 63-82
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| Subject: | attitudes | behavioural intentions | consideration | entertainment | information | invasiveness | perceived usefulness | trust | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Verbrauchereinstellung | Consumer attitudes |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1515/roms-2021-0063 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013447850