Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?
Author:
Affiliation:
1. Department of Marketing, Faculty of Economic & Business Sciences, University of Alicante, Alicante, Spain
2. Department of Marketing, Faculty of Economics, University of Valencia, Valencia, Spain
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2021.1972586
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