What drives consumption and engagement on online media sharing platforms? An investigation of YouTube
| Author: | Michael PaulORCiDGND, Thorsten Hennig-Thurau, Caroline Wiertz, Björn Bohnenkamp |
|---|---|
| Frontdoor URL | https://opus.bibliothek.uni-augsburg.de/opus4/55542 |
| URL: | http://www.proceedings.com/19018.html |
| ISBN: | 9781627488877OPAC |
| Parent Title (English): | AMA Winter Marketing Educators' Conference 2013: Challenging the Bounds of Marketing Thought; Proceedings of a meeting held 15-17 February 2013, Las Vegas, Nevada, USA |
| Publisher: | American Marketing Association (AMA) |
| Place of publication: | Chicago, IL |
| Editor: | Aric Rindfleisch, Jim Burroughs |
| Type: | Part of a Book |
| Language: | English |
| Year of first Publication: | 2013 |
| Release Date: | 2019/06/24 |
| First Page: | 23 |
| Last Page: | 24 |
| Series: | AMA Educators Proceedings ; 24 |
| Institutes: | Wirtschaftswissenschaftliche Fakultät |
| Wirtschaftswissenschaftliche Fakultät / Institut für Betriebswirtschaftslehre | |
| Wirtschaftswissenschaftliche Fakultät / Institut für Betriebswirtschaftslehre / Lehrstuhl für Value Based Marketing |
