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The Mediating Role of Attitude towards Brand in the Relationship between Emotion in Viral Video Advertisement and Purchase Intention: An Applied Study to Youth of Internet Users in Egypt
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
|---|---|
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | Mohamed, Mona Hamed (Author) |
| المجلد/العدد: | ع3 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2018
|
| الشهر: | أكتوبر |
| الصفحات: | 415 - 430 |
| ISSN: |
2636-2562 |
| رقم MD: | 1066416 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
7
| المستخلص: |
Every Advertising agency hopes to make its campaign popular to promote their brands; in usual marketing, it costs a lot, while viral video advertisements can defeat such problem. Indeed, Viral marketing is the marketing communication that organization should employ, it has a powerful impact on people attitude that can be a good way to predict what they intend to do, the emotional content of viral video advertisement creates an emotional connection with brands that shape the consumers' attitude towards a brand and purchase intentions. Attracting consumers' attention requires getting the knowledge of what is the type of emotions that should be included in the viral video advertisements that might influence viewer's attitude towards brand and affect their purchase intention?. |
|---|---|
| ISSN: |
2636-2562 |
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