References
- Agrawal, A. (2016, January 3). 3 reasons why you should be marketing on YouTube and periscope. Forbes. http://www.forbes.com/sites/ajagrawal/2016/01/03/3-reasons-why-you-should-be-marketing-on-youtube-and-periscope/
- Araujo, T., Neijens, P., & Vliegenthart, R. (2015). What motivates consumers to re-tweet brand content? Journal of Advertising Research, 55(3), 284–295. https://doi.org/10.2501/JAR-2015-009
- Arrese, A., & Perez-Latre, F. (2017). The rise of brand journalism. In G. Siegert, M. B. Rimscha, & S. Grubenmann (Eds.), Commercial communication in the digital age: Information or disinformation? (pp. 121–139). De Gruyter Mouton.
- Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
- Asmussen, B., Wider, S., Williams, R., Stevenson, N., Whitehead, E., & Canter, A. (2016). Defining branded content for the digital age: The industry experts’ views on branded content as a new marketing communication concept. Oxford Brookes University and Ipsos MORI. http://www.thebcma.info/wp-content/uploads/2016/07/BCMA-Research-Report_FINAL.pdf
- Beets, L. M., & Handley, A. (2018). B2C content marketing 2019: Benchmarks, budgets, and trends. Content Marketing Institute & MarketingProfs. https://contentmarketinginstitute.com/2018/12/b2c-research-commitment/
- Biener, L., Ji, M., Gilpin, E. A., & Albers, A. B. (2004). The impact of emotional tone, message, and broadcast parameters in youth anti-smoking advertisements. Journal of Health Communication, 9(3), 259–274. https://doi.org/10.1080/10810730490447084
- Botha, E. (2014). A means to an end: Using political satire to go viral. Public Relations Review, 40(2), 363–374. https://doi.org/10.1016/j.pubrev.2013.11.023
- Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
- Brison, N. T., Byon, K. K., & Baker III, T. A. (2016). To tweet or not to tweet: The effects of social media endorsements on unfamiliar sport brands and athlete endorsers. Innovation, 18(3), 309–326. https://doi.org/10.1080/14479338.2016.1237304
- Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
- Brodie, R. J., Ilić, A., Jurić, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
- Burgess, J., & Green, J. (2009). YouTube: Online video and participatory culture (1 ed.). Polity.
- Burns, K. S. (2016). How the top social media brands use influencer and brand advocacy campaigns to engage fans. In A. Hutchins & N. T. J. Tindall (Eds.), Public relations and participatory culture: Fandom, social media and community engagement (pp. 59–70). Routledge. https://doi.org/10.4324/9781315766201-17
- Campbell, M. C. (1995). When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments. Journal of Consumer Psychology, 4(3), 225–254. https://doi.org/10.1207/s15327663jcp0403_02
- Carlson, L., Grove, S. J., & Kangun, N. (1993). A content analysis of environmental advertising claims: A matrix method approach. Journal of Advertising, 22(3), 27–39. https://doi.org/10.1080/00913367.1993.10673409
- Cayari, C. (2011). The YouTube effect: How YouTube has provided new ways to consume, create, and share music. International Journal of Education & the Arts, 12(6), 1–30. http://www.ijea.org/v12n6/v12n6.pdf
- Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766. https://doi.org/10.1037/0022-3514.39.5.752
- Chan, T. K. H., Zheng, X., Cheung, C. M. K., Lee, M. K. O., & Lee, Z. W. Y. (2014). Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2(2), 81–97. https://doi.org/10.1057/jma.2014.9
- Chand, S. (2014, April 2). High-involvement products and low-involvement products involvement. YourArticleLibrary.Com: The Next Generation Library. http://www.yourarticlelibrary.com/marketing/high-involvement-products-and-low-involvement-products-involvement-difference/32299/
- Chen, K.-J., Kim, J., & Lin, J.-S. (2015). The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation. Journal of Consumer Behaviour, 14(3), 208–218. https://doi.org/10.1002/cb.1515
- Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change. Journal of Advertising Research, 52(1), 53–64. https://doi.org/10.2501/JAR-52-1-053-064
- Chua, A. Y. K., & Banerjee, S. (2015). How businesses draw attention on Facebook through incentives, vividness and interactivity. IAENG International Journal of Computer Science, 42(3), 275–281. https://dr.ntu.edu.sg//handle/10356/81058
- Ciampa, R. (2013, March 22). 4 tactics for an effective video content marketing strategy. Content Marketing Institute. http://contentmarketinginstitute.com/2013/03/video-content-marketing-effective-strategy/
- Content Marketing Institute. (n.d.). What is content marketing? Content Marketing Institute. https://contentmarketinginstitute.com/what-is-content-marketing/
- Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861. https://doi.org/10.1007/s13278-013-0098-8
- de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
- Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
- Eckler, P., & Bolls, P. (2011). Spreading the virus. Journal of Interactive Advertising, 11(2), 1–11. https://doi.org/10.1080/15252019.2011.10722180
- Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
- Faerber, A. E., & Kreling, D. H. (2014). Content analysis of false and misleading claims in television advertising for prescription and nonprescription drugs. Journal of General Internal Medicine, 29(1), 110–118. https://doi.org/10.1007/s11606-013-2604-0
- Fischer, E., & Reuber, A. R. (2011). Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior? Journal of Business Venturing, 26(1), 1–18. https://doi.org/10.1016/j.jbusvent.2010.09.002
- Forbes. (2017). The world’s most valuable brands 2017. https://www.forbes.com/powerful-brands/list/
- Forsyth, P. (2009). Marketing: A guide to the fundamentals. Bloomberg Press.
- Gates, K. (2014). Designing affective consumers: Emotion analysis in market research. In T. Miller (Ed.), The routledge companion to global popular culture (pp. 77–92). Routledge.
- Ghosh, S. (2016, July 7). Coke turns to YouTube to reconnect with consumers. Campaign. http://www.campaignlive.co.uk/article/coke-turns-youtube-reconnect-consumers/1401438
- Grant, R. M. (1991). The resource-based theory of competitive advantage: Implications for strategy formulation. California Management Review, 33(3), 114–135. https://doi.org/10.2307/41166664
- Guo, M. (2012). Marketing and branding in online social media environments: Examining social media adoption by the top 100 global brands. In H. S. N. Al-Deen & J. A. Hendricks (Eds.), Social media: Usage and impact (pp. 161–180). Lexington Books.
- Handley, A., Stahl, S., Rose, R., Moutsos, K., McPhillips, C., Beets, L. M., Kalinowski, J., & Reese, N. (2020). B2C content marketing 2020: Benchmarks, budgets, and trends. Content Marketing Institute & MarketingProfs. https://contentmarketinginstitute.com/wp-content/uploads/2019/12/2020_B2C_Research_Final.pdf
- Heath, R. (2009). Emotional engagement: How television builds big brands at low attention. Journal of Advertising Research, 49(1), 62–73. https://doi.org/10.2501/S0021849909090060
- Holbrook, M. B., & O’Shaughnessy, J. (1984). The role of emotion in advertising. Psychology and Marketing, 1(2), 45–64. https://doi.org/10.1002/mar.4220010206
- Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
- Kaleka, A. (2011). When exporting manufacturers compete on the basis of service: Resources and marketing capabilities driving service advantage and performance. Journal of International Marketing, 19(1), 40–58. https://doi.org/10.1509/jimk.19.1.40
- Kamins, M. A. (1989). Celebrity and noncelebrity advertising in a two-sided context. Journal of Advertising Research, 29(3), 34–42. https://psycnet.apa.org/record/1989-38514-001
- Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. https://doi.org/10.1016/j.bushor.2011.01.005
- Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
- Lange, P. G. (2007a, March 31). Commenting on comments: Investigating responses to antagonism on YouTube. Society for Applied Anthropology Conference, Tampa, Florida.
- Lange, P. G. (2007b). Publicly private and privately public: Social networking on YouTube. Journal of Computer-Mediated Communication, 13(1), 361–380. https://doi.org/10.1111/j.1083-6101.2007.00400.x
- Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18(1), 36–41. https://doi.org/10.1080/00913367.1989.10673141
- Lin, H.-C., Swarna, H., & Bruning, P. F. (2017). Taking a global view on brand post popularity: Six social media brand post practices for global markets. Business Horizons, 60(5), 621–633. https://doi.org/10.1016/j.bushor.2017.05.006
- Littlejohn, S. W., & Foss, K. A. (Eds.). (2009). Encyclopedia of communication theory. SAGE.
- Martin, C. L. (1998). Relationship marketing: A high‐involvement product attribute approach. Journal of Product & Brand Management, 7(1), 6–26. https://doi.org/10.1108/10610429810209700
- Mediakix. (2016, May 2). 5 types of YouTube marketing campaigns with influencers. Mediakix. https://mediakix.com/blog/youtube-marketing-campaigns-with-influencers/
- Mehrabian, A. (1996). Pleasure-arousal-dominance: A general framework for describing and measuring individual differences in Temperament. Current Psychology, 14(4), 261–292. https://doi.org/10.1007/BF02686918
- Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925. https://doi.org/10.1016/j.jbusres.2009.05.014
- Nelson-Field, K., Riebe, E., & Newstead, K. (2013). The emotions that drive viral video. Australasian Marketing Journal (AMJ), 21(4), 205–211. https://doi.org/10.1016/j.ausmj.2013.07.003
- Nilsson, C. P. (2006). Attention to Advertising [Doctoral dissertation]. Umeå University. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-897
- O’Brien, H. L., & Toms, E. G. (2010). The development and evaluation of a survey to measure user engagement. Journal of the American Society for Information Science and Technology, 61(1), 50–69. https://doi.org/10.1002/asi.21229
- O’Neil-Hart, C., & Blumenstein, H. (2016). Why YouTube stars are more influential than traditional celebrities. Think with Google. https://www.thinkwithgoogle.com/consumer-insights/youtube-stars-influence/
- Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. Springer. https://doi.org/10.1007/978-1-4612-4964-1.
- Pulizzi, J., & Barrett, N. (2009). Get content, get customers: Turn prospects into buyers with content marketing. McGraw-Hill Date. http://library.books24x7.com/toc.aspx?bookid=32977
- Slutsky, I. (2010, September 13). Meet YouTube’s most in-demand brand stars. AdAge. http://adage.com/article/digital/meet-youtube-s-demand-brand-stars/145844/
- Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102–113. https://doi.org/10.1016/j.intmar.2012.01.002
- Stephen, A. T., Sciandra, M. R., & Inman, J. J. (2015). The effects of content characteristics on consumer engagement with branded social media content on Facebook (No. 15–110; Marketing Science Institute Working Paper Series 2015). Marketing Science Institute. http://www.msi.orghttp://www.msi.org/reports/the-effects-of-content-characteristics-on-consumer-engagement-with-branded
- Sundermann, G., & Raabe, T. (2019). Strategic communication through social media influencers: Current state of research and desiderata. International Journal of Strategic Communication, 13(4), 278–300. https://doi.org/10.1080/1553118X.2019.1618306
- Taecharungroj, V. (2017). Starbucks’ marketing communications strategy on Twitter. Journal of Marketing Communications, 23(6), 552–571. https://doi.org/10.1080/13527266.2016.1138139
- Tolson, A. (2010). A new authenticity? Communicative practices on YouTube. Critical Discourse Studies, 7(4), 277–289. https://doi.org/10.1080/17405904.2010.511834
- Van Laer, T., De Ruyter, K., & Cox, D. (2013). A walk in customers’ shoes: How attentional bias modification affects ownership of integrity-violating social media posts. Journal of Interactive Marketing, 27(1), 14–27. https://doi.org/10.1016/j.intmar.2012.09.002
- Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401–420. https://doi.org/10.2753/MTP1069-6679220404
- Waters, R. D., & Jones, P. M. (2011). Using video to build an organization’s identity and brand: A content analysis of nonprofit organizations’ YouTube videos. Journal of Nonprofit & Public Sector Marketing, 23(3), 248–268. https://doi.org/10.1080/10495142.2011.594779
- Wen, J., & Song, B. (2017). Corporate ethical branding on YouTube: CSR communication strategies and brand anthropomorphism. Journal of Interactive Advertising, 17(1), 28–40. https://doi.org/10.1080/15252019.2017.1295291
- Wood, N. T., & Burkhalter, J. N. (2014). Tweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets. Journal of Marketing Communications, 20(1–2), 129–146. https://doi.org/10.1080/13527266.2013.797784
- YouTube. (n.d.). Statistics—YouTube. YouTube. https://www.youtube.com/yt/press/statistics.html