JCIRA: Curious and Interesting

43.1-3: Do emotions make YouTube ads go viral?

February 13, 2022 Sukki Yoon Season 43 Episode 1
JCIRA: Curious and Interesting
43.1-3: Do emotions make YouTube ads go viral?
Show Notes

Taylor Jing Wen, Chang Won Choi, Linwan Wu & Jon D. Morris (2022) Empowering Emotion: The Driving Force of Share and Purchase Intentions in Viral Advertising, Journal of Current Issues & Research in Advertising, 43:1, 47-67, DOI: 10.1080/10641734.2021.1937408