Evaluating the influence of YouTube advertising for attraction of young customers

By Milad Dehghani, Mojtaba Khorram Niaki, Iman Ramezani, Rasoul Sali. Computers in Human Behavior, 2016

312 citations recorded by the source corpus.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/8fb1e94e16ca9da081ac1d313c0539dd10253cbb

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

1. Youssef Chetioui
2. Hind Lebdaoui
3. Irfan Butt
4. Rodney Graeme Duffett

In Marketing

1. Rodney Graeme Duffett

In Sociology and Political Science

1. Youssef Chetioui
2. Hind Lebdaoui
3. Irfan Butt
4. Rodney Graeme Duffett

Citations in the corpus

• Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market (2021, background): “In the context of social media, a number of researchers have examined this relationship (Dehghani et al., 2016; Permatasari & Laydi, 2018; S. Yang et al., 2016).”
• The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers (2020, methodology): “As discussed in prior text, several other studies [21,22,25,33,36,44,45,49,50,83] utilised Ducoffe’s [79] and Brackett and Carr’s [80] models to consider Aad regarding various online ICT conduits, which mainly included informativeness/knowledge (cognitive attitudinal responses), entertainment (affec”