Browsing Faculty of Management by Author "b86eff06-132d-4df8-b1bc-2d11915cb03b"
Now showing items 1-1 of 1
-
What Makes Brand TikTok Videos Engaging? An Elaboration Likelihood Model Perspective
Zhuang, Yanchen (2022-12-09)Short-form videos in social media are growing in popularity and becoming a promising channel for marketing. This study explores consumer engagement in brand short-form videos by investigating the effect of five non-content ...