Contextual, emotional and behavioural influences of YouTube product review videos and official advertisements on consumers

Aditya Athni

Abstract


In comparing product review videos to official advertisements on YouTube, what type of video has a stronger contextual, emotional and behavioural influence on consumers?

Keywords


YouTube; behaviour; influence; consumer

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ISSN: 2194-9522 © Professional School of Business & Technology | University of Applied Sciences Kempten