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Keywords: Video customization
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (4): 1047–1082.
Published: 12 January 2024
...Li Chen; Yiwen Chen; Yang Pan Purpose This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert...
