The effects of live comments and advertisements on social media engagement : application to short-form online video
Xiaodan Zhang, Zhanbo Zhao and Kui Wang
| Year of publication: |
2024
|
|---|---|
| Authors: | Zhang, Xiaodan ; Zhao, Zhanbo ; Wang, Kui |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 18.2024, 3, p. 485-505
|
| Subject: | Digital engagement | In-video advertisements | Live comments | Moment-to-moment data | Social Web | Social web | Online-Marketing | Internet marketing | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-02-2023-0069 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015062524