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Keywords: Sharing content
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Journal Articles
Why is sharing not enough for brands in video ads? A study about commercial video ads' value drivers
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (3): 407–426.
Published: 11 July 2023
...注分享的前因后果。然而, 分享并不足以提供品牌效应和广告的投资回报率。本研究揭示了不同消费者的价值观对分享和品牌资产的推动作用, 表明企业应该考虑关于病毒视频广告表现的双重价值产生策略。另一方面, 本研究将现有的文献与产品类别参与的重要性结合在一起。 Viral marketing Brand equity Sharing content Video advertisement Consumer choice is a function of multiple consumption values. Consumption values make...
