Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions

Social media enables users to share their purchase experiences. Nevertheless, video content marketing tactics enable companies to influence the attitudes of online shoppers to increase their purchase intentions. The paper solves the research problem of using video content marketing to differentiate...

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Bibliographic Details
Main Authors: ISRAFILZADE Khalil, BAGHIROVA Sakina
Format: Article
Language:English
Published: Sciendo 2022-12-01
Series:Organizacijų Vadyba: Sisteminiai Tyrimai
Subjects:
Online Access:https://doi.org/10.2478/mosr-2022-0013