Antecedents of viewers' watch behavior toward YouTube videos : evidence from the most populous Muslim-majority country
Keni Keni, Nicholas Wilson and Ai Ping Teoh
Year of publication: |
2024
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Authors: | Keni, Keni ; Wilson, Nicholas ; Teoh, Ai Ping |
Published in: |
Journal of Islamic marketing. - Bingley : Emerald, ISSN 1759-0841, ZDB-ID 2553045-8. - Vol. 15.2024, 2, p. 446-469
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Subject: | Content credibility | Perceived content quality | Intention to watch | Watch behavior | Consumer behavior |
Saved in:
Online Resource