Artikel
Contextual, emotional and behavioural influences of YouTube product review videos and official advertisements on consumers
Research Question: In comparing product review videos to official advertisements on YouTube, what type of video has a stronger contextual, emotional and behavioural influence on consumers? Methods: Empirical study by means of an online survey, based on a comparative approach, to gauge consumer perceptions upon exposure to both product review videos and official advertisements on YouTube. Results: YouTube product review videos are found to have a stronger contextual, emotional and behav-ioural influence on consumers as compared to official advertisements.
- Sprache
-
Englisch
- Erschienen in
-
Journal: Journal of Applied Leadership and Management ; ISSN: 2194-9522 ; Volume: 5 ; Year: 2017 ; Pages: 27-34 ; Kempten: Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology
- Klassifikation
-
Management
- Thema
-
YouTube
behaviour
influence
consumer
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Athni, Aditya
- Ereignis
-
Veröffentlichung
- (wer)
-
Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology
- (wo)
-
Kempten
- (wann)
-
2017
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:43 MEZ
Datenpartner
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ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Athni, Aditya
- Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology
Entstanden
- 2017
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