Why we watch others' responses to online advertising - investigating users' motivations for viewing user-generated content in the context of online advertising
Year of publication: |
June 2017
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Authors: | Knoll, Johannes ; Proksch, Ramona |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 23.2017, 4, p. 400-412
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Subject: | social media | user-generated content | advertising | uses and gratifications | motives | Social Web | Social web | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Kundenintegration | Customer integration |
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