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Keywords: Perceived advertising value
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Journal Articles
Not inspired enough: the mediating role of customer engagement between YouTube’s perceived advertising value and customer inspiration
Available to Purchase
Journal:
Kybernetes
Kybernetes (2025) 54 (2): 1175–1198.
Published: 17 November 2023
... V3.2.9 to analyze survey data from 360 respondents in Pakistan – an emerging market. Findings This study found that informativeness, entertainment, creativity and incentives exerted a significant positive impact on perceived advertising value. The perceived advertising value of YouTube ads fails...
