De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk

Terug naar zoekresultatenDeel deze publicatie

Entrancing ourselves with YouTube: emotion-producing practices amplify the impact of branded video

Rechten: Alle rechten voorbehouden

Entrancing ourselves with YouTube: emotion-producing practices amplify the impact of branded video

Rechten: Alle rechten voorbehouden

Samenvatting

This chapter begins with an exploratory approach to understanding how online branded video results in positive impressions among viewers. Scholars have examined the characteristics of videos that contribute to their appeal. Separate strands of literature have identified social practices and emotions likely to influence the perceptions of branded content. This chapter bridges the gap between those two strands by asking which social practices produce the emotions that lead to greater enjoyment of a video. Using a series of multiple regressions, we constructed a path analysis model linking key social practices and emotions that lead to positive evaluations of branded videos. The model provides strategic direction for the makers of online branded video.

OrganisatieHogeschool Rotterdam
LectoraatKenniscentrum Creating 010
Gepubliceerd inFinn Frandsen, Winni Johansen, Ralph Tench, Stefania Romenti (ed.) Big ideas in public relations research and practice Emerald Publishing
Datum2019-10-03
TypeBoekdeel
ISBN978-1-83867-508-0
DOI10.1108/S2398-391420190000004004
TaalEngels

Op de HBO Kennisbank vind je publicaties van 26 hogescholen

De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk