How online user generated advertising works: An empirical investigation
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 이경렬 | - |
dc.date.accessioned | 2021-06-23T01:09:06Z | - |
dc.date.available | 2021-06-23T01:09:06Z | - |
dc.date.issued | 20090327 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/25168 | - |
dc.description.abstract | The proliferation of user generated content (UGC) and the resulting shift of eye balls from the traditional media to this new medium are driving advertisers to explore it as a brand communication tool. However, there is a void in the knowledge concerning how user generated branded content or advertising (UGA) works. In an attempt to fill the void, the present study proposes and empirically tests the model that explains how online UGA influences the viewers in their attitudes and intention to purchase the advertised brand. Results provide evidence for the viability of the model and indicate that UGA works differently from traditional advertising. Implications from the findings are discussed, along with directions for future research. | - |
dc.title | How online user generated advertising works: An empirical investigation | - |
dc.type | Conference | - |
dc.citation.conferenceName | the 2009 American Academy of Advertising(AAA) Conference | - |
dc.citation.conferencePlace | Cincinnati | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
55 Hanyangdeahak-ro, Sangnok-gu, Ansan, Gyeonggi-do, 15588, Korea+82-31-400-4269 sweetbrain@hanyang.ac.kr
COPYRIGHT © 2021 HANYANG UNIVERSITY. ALL RIGHTS RESERVED.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.