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

Jaehee Park, Carolynn McMahan

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
UGC
YouTube
marketing communication

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10.1080/10496491.2020.1851845

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

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

author = "Jaehee Park and Carolynn McMahan",

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year = "2020",

doi = "10.1080/10496491.2020.1851845",

language = "English",

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AU - McMahan, Carolynn

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KW - UGC

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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

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