What Drives Virality (Sharing, Spread) of YouTube Video Ads : Emotion vs Brand Prominence and Information
Year of publication: |
2020
|
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Authors: | Tellis, Gerard J. ; MacInnis, Deborah J. ; Tirunillai, Seshadri ; Zhang, Yanwei |
Publisher: |
[S.l.] : SSRN |
Subject: | Emotion | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing |
Extent: | 1 Online-Ressource (55 p) |
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Series: | |
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments April 23, 2020 erstellt |
Other identifiers: | 10.2139/ssrn.3583613 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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