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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (1): 73–95.
Published: 17 July 2024
... the dependent variables. Findings This paper recommends two different models for viewer engagement in online review videos. One can be used for high and the other for low viewer engagement. Comparatively, viewers put more effort into commenting on a video than liking it. Yet both have their importance...
