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Keywords: YouTube advertising
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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
...Muhammad Shahzeb Fayyaz; Amir Zaib Abbasi; Khurram Altaf; Nasser Alqahtani; Ding Hooi Ting Purpose This study investigates two important research questions. First, does YouTube advertising create value for customers to activate their inspired-by state (motivation), or does customer engagement...
