Online video advertisements' effect on purchase intention : an exploratory study on youth
Geetika Jain, Sapna Rakesh, Kostubh Raman Chaturvedi
| Year of publication: |
April-June 2018
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| Authors: | Jain, Geetika ; Rakesh, Sapna ; Chaturvedi, Kostubh Raman |
| Published in: |
International journal of e-business research : an official publication of the Information Resources Management Association. - Hershey, Pa. : IGI Global, ISSN 1548-1131, ZDB-ID 2201735-5. - Vol. 14.2018, 2, p. 87-101
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| Subject: | AMOS | Attitude | Consumer Behaviour | Entertainment | Indian Youth | Modelling | Online Advertising | Online Consumer Behaviour | Purchase Intention | Structural Equation Modelling (SEM) | Web Advertising | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Online-Handel | Online retailing | Jugendliche | Youth | Strukturgleichungsmodell | Structural equation model | Werbung | Advertising | Indien | India | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.4018/IJEBR.2018040106 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011847520