Short video marketing: what, when and how short-branded videos facilitate consumer engagement

Xuebing Dong, Hong Liu, Nannan Xi, Junyun Liao, Zhi Yang

Research output: Contribution to journal › Article › Scientific › peer-review

20 Citations (Scopus)

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Publication forum classification

AAM-Short video marketing
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@article{4d7cd18216414e37b95b66bb40887066,

title = "Short video marketing: what, when and how short-branded videos facilitate consumer engagement",

author = "Xuebing Dong and Hong Liu and Nannan Xi and Junyun Liao and Zhi Yang",

year = "2024",

doi = "10.1108/INTR-02-2022-0121",

language = "English",

volume = "34",

pages = "1104--1128",

journal = "INTERNET RESEARCH",

issn = "1066-2243",

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TY - JOUR

T1 - Short video marketing: what, when and how short-branded videos facilitate consumer engagement

AU - Dong, Xuebing

AU - Liu, Hong

AU - Xi, Nannan

AU - Liao, Junyun

AU - Yang, Zhi

PY - 2024

Y1 - 2024

U2 - 10.1108/INTR-02-2022-0121

DO - 10.1108/INTR-02-2022-0121

M3 - Article

SN - 1066-2243

VL - 34

SP - 1104

EP - 1128

JO - INTERNET RESEARCH

JF - INTERNET RESEARCH

IS - 3

ER -