The concept of AIDA applied to online interactive advertisement: a Youtube case study

Schivinski, B ORCID: 0000-0002-4095-1922, 2013. The concept of AIDA applied to online interactive advertisement: a Youtube case study. In: Czubenko, M, ed., PhD Interdisciplinary Journal, No. 2, 2013. Gdańsk: Gdańsk University of Technology, pp. 157-162. ISBN 9788360779248

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Abstract

The author studied the effect of two different social media communication on brand equity and brand purchase intention. A total of 504 data sets were generated through a standardized online-survey and analysed with structural equation modeling. The results of the empirical study showed
that both firm-created and user-generated social media communication influenced brand equity, consequently impacting brand purchase intention. This study also investigated the direct and indirect effects of social media communication on brand purchase intention. The results show that there is a partial mediation across firm-created social media communication and purchase intention and a full mediation across user-generated social media communication and purchase intention. This study also offers insights for brand and marketing managers.

Item Type: Chapter in book
Creators: Schivinski, B.
Publisher: Gdańsk University of Technology
Place of Publication: Gdańsk
Date: 2013
ISSN: 2300-617X
Divisions: Schools > Nottingham Business School
Depositing User: Linda Sullivan
Date Added: 23 Dec 2015 10:47
Last Modified: 09 Jun 2017 13:58
URI: http://irep.ntu.ac.uk/id/eprint/26726

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