What drives digital engagement with sponsored videos? : an investigation of video influencers’ authenticity management strategies
Li Chen, Yajie Yan, Andrew N. Smith
| Year of publication: |
2023
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|---|---|
| Authors: | Chen, Li ; Yan, Yajie ; Smith, Andrew N. |
| Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 51.2023, 1, p. 198-221
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| Subject: | Authenticity | Digital engagement | Influencer marketing | Native advertising | Sponsored content | Sponsored videos | Vlogs | Online-Marketing | Internet marketing | Sponsoring | Sponsorship | Werbung | Advertising | Influencer | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-022-00887-2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013493175