Exploring Youtube Marketing Communication Among 200 Leading National Advertisers

Jaehee Park; Carolynn McMahan

doi:10.1080/10496491.2020.1851845

Exploring Youtube Marketing Communication Among 200 Leading National Advertisers

School of Communication

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	487-502
Number of pages	16
Journal	Journal of Promotion Management
Volume	27
Issue number	4
DOIs	https://doi.org/10.1080/10496491.2020.1851845
State	Published - 2020

ASJC Scopus Subject Areas

Marketing

Keywords

Content analysis
marketing communication
UGC
YouTube

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10.1080/10496491.2020.1851845

Cite this

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title = "Exploring Youtube Marketing Communication Among 200 Leading National Advertisers",

keywords = "Content analysis, marketing communication, UGC, YouTube",

author = "Jaehee Park and Carolynn McMahan",

note = "Publisher Copyright: {\textcopyright} 2020 Taylor & Francis Group, LLC.",

year = "2020",

doi = "10.1080/10496491.2020.1851845",

language = "English",

volume = "27",

pages = "487--502",

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AU - Park, Jaehee

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KW - UGC

KW - YouTube

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M3 - Article

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EP - 502

JO - Journal of Promotion Management

JF - Journal of Promotion Management

IS - 4

ER -

Exploring Youtube Marketing Communication Among 200 Leading National Advertisers

ASJC Scopus Subject Areas

Keywords

Access to Document

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