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The Mediating Role of Attitude towards Advertisement in the Relationship between Emotion in Viral Video Advertisement and Sharing 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: | 431 - 446 |
| ISSN: |
2636-2562 |
| رقم MD: | 1066420 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
8
| المستخلص: |
Every Advertising agency hopes to make its campaign reach millions of people; in traditional marketing, it requires a lot, while viral video advertisements can defeat such problem. Indeed, viral video advertisement is the future of marketing. It can reach millions of people around the world in a short period of time, it has a stronger impact on viewers' attitude that can be a good way to predict what people intend to do, the emotional content of viral video advertisement builds an emotional connection with brands that can shape the users’ attitude towards an advertisement and their behavioral intentions. So, in order to attract the concentration of viewers, we have to study what is the type of emotions that should be included in the viral video advertisements that might influence viewer's attitude towards advertisement and affect their sharing intention. |
|---|---|
| ISSN: |
2636-2562 |
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