... of individuals' parasocial relationships (PSR) with YouTube influencers on their product attitudes (PATs) and purchase intentions (PIs). Design/methodology/approach The researchers used an online survey to test a sequential mediation model and moderation mediation models using Hayes PROCESS modeling...

...Nieves García-de-Frutos; Antonia Estrella-Ramón Purpose This study aims to focus on the content published by social media influencers – i.e. YouTubers – on their YouTube channels. The main purpose of this research is to analyse whether anti-consumption-framed content (anti-hauls) generates more...

... 2019 22 02 2020 03 04 2020 06 04 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Advertisement choice Customer-centric marketing Co-creation marketing Video advertising Online advertising YouTube Video marketing...

...Stela Cristina Hott Corrêa; João Luiz Soares; Juliana Maria Magalhães Christino; Marlusa de Sevilha Gosling; Carlos Alberto Gonçalves Purpose This study aims to investigate the relationship between the follower’s engagement with YouTubers and his/her intention of using a brand they advertise...

... media, such as YouTube. This study aims to develop and validate a measurement instrument to gauge the content characteristics of YouTube videos featuring AR ad campaigns. Design/methodology/approach To this end, possible items were generated via a review of prior literature, and supplemented...

... engagement is rapidly growing in the area of live-stream broadcasting. These forms of media can include video blogs, YouTube broadcasts, Facebook Live videos, podcasts, Periscope streams and other live-streams of various types of content. Live-streaming and video marketing are receiving the full attention...