CONSUMER-GENERATED ADS ON YOUTUBE: IMPACTS OF SOURCE CREDIBILITY AND NEED FOR COGNITION ON ATTITUDES, INTERACTIVE BEHAVIORS, AND EWOM - Hansen, Sara Steffes; Lee, Jin Kyun; Lee, Shu-Yueh (Journal of electronic commerce research, 2014)
Keywords: Advertisements; Advertising; Attitudes; Behavior; Cognition; Cognition & reasoning; Consumer attitudes; Consumer behaviour; Consumers; Credibility; Digital video; Electronic commerce; Impact analysis; Internet; Liquor; Marketing; Online advertising; Peers; Social networks; Studies; Trust; User generated content; Virtual communities; Web 2.0; Word of mouth advertising