Not inspired enough: the mediating role of customer engagement between YouTube�s perceived advertising value and customer inspiration
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...
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| Main Authors: | , , , , |
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| Format: | Article |
| Published: |
Emerald Publishing
2023
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| 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 |
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