Original paper

Brands as personal narratives: learning from user–YouTube–brand interactions

Volume: 28, Issue: 6, Pages: 657 - 670
Published: Aug 21, 2021
Abstract
This paper reports a three-stage study of user–brand interactions on YouTube. An initial exploration identified unique, previously unknown, constructs active in this context. Grounded hypotheses and scales were tested via two surveys separated by approximately 15 month; first survey taken pre-Covid was followed by a second survey in May 2021 (Covid-vaccine present environment). We report that YouTube usage is significantly shaped by feelings of...
Paper Details
Title
Brands as personal narratives: learning from user–YouTube–brand interactions
Published Date
Aug 21, 2021
Volume
28
Issue
6
Pages
657 - 670
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