Exploring Youtube Marketing Communication Among 200 Leading National Advertisers

Producción científica: Article › revisión exhaustiva

Idioma original	English
Páginas (desde-hasta)	487-502
Número de páginas	16
Publicación	Journal of Promotion Management
Volumen	27
N.º	4
DOI	https://doi.org/10.1080/10496491.2020.1851845
Estado	Published - 2020

ASJC Scopus Subject Areas

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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",

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

year = "2020",

doi = "10.1080/10496491.2020.1851845",

language = "English",

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AU - McMahan, Carolynn

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KW - UGC

KW - YouTube

KW - marketing communication

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