The effect of sponsored video customization on video shares : the critical moderating role of influencer and brand characteristics
Li Chen, Yiwen Chen and Yang Pan
| Year of publication: |
2024
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|---|---|
| Authors: | Chen, Li ; Chen, Yiwen ; Pan, Yang |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 58.2024, 4, p. 1047-1082
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| Subject: | Expert influencer | Influencer marketing | Mega influencer | Sponsored video | Sponsorship management | Video customization | Video sharing | Sponsoring | Sponsorship | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Computerspiel | Video game | Videogerät | Home video product | Bespielte Medien | Pre-recorded media | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-03-2022-0172 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015047354