Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?

  1. Martínez-Navarro, J.
  2. Bigné, E.
Journal:
International Journal of Advertising

ISSN: 0265-0487

Year of publication: 2022

Volume: 41

Issue: 4

Pages: 623-654

Type: Article

DOI: 10.1080/02650487.2021.1972586 GOOGLE SCHOLAR
Data source: Scopus