Comparing the Effects of User Generated Video Reviews and Brand Generated Advertisements on Consumer Decisions on YouTube

Diwanji, Vaibhav Shwetangbhai; Lee, Jaejin

doi:10.20429/jamt.2022.090105

Record: found
Abstract: not found
Article: not found

Comparing the Effects of User Generated Video Reviews and Brand Generated Advertisements on Consumer Decisions on YouTube

Author(s): Vaibhav Shwetangbhai Diwanji ¹ , Jaejin Lee ²

Publication date Created: September 30 2022

Publication date (Electronic): September 30 2022

Journal: Journal of Applied Marketing Theory

Publisher: Georgia Southern University

Read this article at

ScienceOpenPublisher

Bookmark

There is no author summary for this article yet. Authors can add summaries to their articles on ScienceOpen to make them more accessible to a non-specialist audience.

Related collections

Author and article information

Journal

Title: Journal of Applied Marketing Theory

Abbreviated Title: jamt

Publisher: Georgia Southern University

ISSN (Electronic): 21513236

Publication date Created: September 30 2022

Publication date (Electronic): September 30 2022

Volume: 9

Issue: 1

Affiliations

[1 ]University of Kansas

[2 ]Florida State University

Article

DOI: 10.20429/jamt.2022.090105

SO-VID: 56857129-90cd-4a46-a7de-29a895b9512b

History

Data availability:

Comparing the Effects of User Generated Video Reviews and Brand Generated Advertisements on Consumer Decisions on YouTube

Read this article at

Related collections

Fandom activity

Author and article information

Journal

Affiliations

Article

History

Comments

Comment on this article

Similar content 3,169

Cited by 2