User-generated advertising : the effects of consumer-created brand videos and self-construal on brand attitudes
The impact of consumer-generated brand-communications on attitudes and behaviour have been studied by academic and marking practitioners; technology and social media allow consumers to conduct traditional marketing functions, especially user-generated-advertising (UGA). From the receiver’s perspecti...
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University of Birmingham
2015
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.642366 |