Sponsored consumer-generated advertising in the digital era : what prompts individuals to generate video ads and what creative strategies do they adopt?
Jesús Martínez-Navarro and Enrique Bigné
| Year of publication: |
2022
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|---|---|
| Authors: | Martínez-Navarro, Jesús ; Bigné Alcañiz, J. Enrique |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 4, p. 623-654
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| Subject: | advertising contests | brand-related user-generated content | Sponsored consumer-generated advertising | value co-creation | Werbung | Advertising | Online-Marketing | Internet marketing | Kundenintegration | Customer integration | Werbewirkung | Advertising effects | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Kreativität | Creativity | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2021.1972586 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013209384