Contextual, emotional and behavioural influences of YouTube product review videos and official advertisements on consumers

Authors

  • Aditya Athni

Keywords:

YouTube, behaviour, influence, consumer

Abstract

In comparing product review videos to official advertisements on YouTube, what type of video has a stronger contextual, emotional and behavioural influence on consumers?

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Published

2018-01-12

Issue

Vol. 5 (2017): Journal of Applied Leadership and Management, 2017

Section

Articles