Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions
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DOI: 10.2478/mosr-2022-0013
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- Ayeh, Julian K. & Au, Norman & Law, Rob, 2013. "Predicting the intention to use consumer-generated media for travel planning," Tourism Management, Elsevier, vol. 35(C), pages 132-143.
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Keywords
content marketing; user-generated videos; brand videos; purchase intentions; e-commerce; turinio marketingas; vartotojų sukurtas vaizdo turinys; prekės ženklo vaizdo turinys; pirkimo ketinimai; e-prekyba;All these keywords.
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