HIGHLIGHTS
- who: Kun Tian from the of Ljubljana, Slovenia of Malaya, Malaysia have published the research: Exploring youth consumer behavior in the context of mobile short video advertising using an extended stimulus-organization-response model, in the Journal: (JOURNAL)
- what: In this study, the research objects mainly focus on the content attributes of mobile short video advertisements and consumer groups of young people. This study proposes that the seven attributes, namely, socialization, entertainment, personalization, fashion, brand, psychological needs, and satisfaction attributes are the key features of mobile short video advertising. The theoretical framework of this study . . .
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