The impact of content characteristics of short-form video ads on consumer purchase behavior : evidence from TikTok
Lu (Monroe) Meng, Sining Kou, Shen Duan, Yongyue Bie
| Year of publication: |
2024
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| Authors: | Meng, Lu ; Kou, Sining ; Duan, Shen ; Bie, Yongyue |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 183.2024, Art.-No. 114874, p. 1-12
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| Subject: | Content Characteristic | Purchase Behavior | Short-Form Video Ad | TikTok | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.114874 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015144201