Do you want me to watch this ad on social media? : the effects of norms on online video ad watching
Joongwha Lee, Mikjoung Kim, Chang-Dae Ham and Soojung Kim
| Year of publication: |
October 2017
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|---|---|
| Authors: | Lee, Joonghwa ; Kim, Mikyoung ; Ham, Chang-Dae ; Kim, Soojung |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 23.2017, 5, p. 456-472
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| Subject: | Online video advertising | norms | social norms approach | theory of reasoned action (TRA) | normative influences | social influences | Social Web | Social web | Soziale Norm | Social norm | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2016.1232303 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011849980