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