Advanced search
Publication Cover
Journal of Promotion Management Volume 27, 2021 - Issue 4
Submit an article Journal homepage
1,521
Views
6
CrossRef citations to date
0
Altmetric
Research Article

Exploring Youtube Marketing Communication Among 200 Leading National Advertisers

Jaehee ParkSchool of Communication, University of North Florida, Jacksonville, FL, USACorrespondence[email protected]
&
Carolynn McMahanSchool of Communication, University of North Florida, Jacksonville, FL, USA
Pages 487-502 | Published online: 29 Nov 2020

Citations (6)

Keep up to date with the latest research on this topic with citation updates for this article.

Subscribe to citation updates

Read on this site (1)

Elisabeth Robinot, Harold Boeck & Léo Trespeuch. (2023) Consumer Generated Ads versus Celebrity Generated Ads: Which Is the Best Method to Promote a Brand on Social Media?. Journal of Promotion Management 29:2, pages 157-181.
Read now

Articles from other publishers (5)

Yusuf Oc, Kirk Plangger, Sean Sands, Colin L. Campbell & Leyland Pitt. (2023) Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning. Psychology & Marketing 40:9, pages 1704-1719.
Crossref
Xinran Dai & Jing Wang. (2023) Effect of online video infotainment on audience attention. Humanities and Social Sciences Communications 10:1.
Crossref
Gong Chen, Yi Li & Ya Sun. (2023) How YouTubers Make Popular Marketing Videos? Speech Acts, Move Structure, and Audience Response in YouTube Influencer Marketing Videos. SAGE Open 13:1, pages 215824402311522.
Crossref
Tsun-Yu Huang, Wen-Kuo Chen, Chien-Wen Chen & Andri Dayarana K. Silalahi. (2022) Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm. Human Behavior and Emerging Technologies 2022, pages 1-19.
Crossref
Anuphat Thirakulwanich & Sudaporn Sawmong. 2022. Innovations in Digital Economy. Innovations in Digital Economy 35 50 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.