Not inspired enough: the mediating role of customer engagement between YouTube�s perceived advertising value and customer inspiration

• Main Authors: Fayyaz, M.S., Abbasi, A.Z., Altaf, K., Alqahtani, N., Ting, D.H.
• Format: Article
• Published: Emerald Publishing 2023
• Online Access: http://scholars.utp.edu.my/id/eprint/38000/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85176939905&doi=10.1108%2fK-03-2023-0387&partnerID=40&md5=d9fb31725580597caf3e54ca154cc447

Purpose: This study investigates two important research questions. First, does YouTube advertising create value for customers to activate their inspired-by state (motivation), or does customer engagement in advertised brands have a mediating role? Second, does the inspired-by state influence custome...