Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/175333 
Authors: 
Year of Publication: 
2017
Citation: 
[Journal:] Journal of Applied Leadership and Management [ISSN:] 2194-9522 [Volume:] 5 [Publisher:] Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology [Place:] Kempten [Year:] 2017 [Pages:] 27-34
Publisher: 
Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology, Kempten
Abstract: 
Research Question: In comparing product review videos to official advertisements on YouTube, what type of video has a stronger contextual, emotional and behavioural influence on consumers? Methods: Empirical study by means of an online survey, based on a comparative approach, to gauge consumer perceptions upon exposure to both product review videos and official advertisements on YouTube. Results: YouTube product review videos are found to have a stronger contextual, emotional and behav-ioural influence on consumers as compared to official advertisements.
Subjects: 
YouTube
behaviour
influence
consumer
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.