YouTube advertising value and its effects on purchase intention
This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertisi...
| Published in: | Journal of Global Business Insights |
|---|---|
| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
University of South Florida (USF) M3 Publishing
2019-09-01
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| Subjects: | |
| Online Access: | https://digitalcommons.usf.edu/globe/vol4/iss2/5 |