publication . Bachelor thesis . 2016

Consumer-generated Advertising on YouTube : A quantitative study examining the effects of endorser credibility and coupon proneness on brands

Jonsson Brajim, Rahel; Romanov, Tina;
Open Access English
  • Published: 01 Jan 2016
  • Publisher: Umeå universitet, Företagsekonomi
  • Country: Sweden
Abstract
Consumer-generated advertising on YouTube is a developing phenomenon that in the last years has grown exponentially. Recent research by Holt (2016) suggests that well-known content creators on YouTube have a large impact on brands, so great that regular firms are unable to compete with these well-known content creators. However, firms do have the opportunity to cooperate with well-known content creators on YouTube. Therefore, examining YouTube as a marketing tool is beneficial for marketing managers globally, while we see that it can theoretically contribute to previous research within the areas of consumer-generated advertising and its effects on branding outco...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUSComputingMilieux_THECOMPUTINGPROFESSIONInformationSystems_INFORMATIONSTORAGEANDRETRIEVAL
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