Uniwersyteckie Czasopisma Naukowe„Nawet nie wiedziałem, że to była reklama!” – wpływ integracji narracji reklamowych na zamiar pobrania
Słowa kluczowe:
reklama, narracja, promowanie marek, YouTubeAbstrakt
Integracja narracji reklamowych to nowy sposób, w jaki YouTuberzy znaleźli skuteczne promowanie marek w swoich filmach na YouTube. Dzięki imponującej historii wyników wiele agencji i badaczy zastanawia się, skąd bierze się ten sukces. Niniejsze badanie ma na celu wyjaśnienie sukcesu tej nowej formy marketingu influencerów poprzez zbadanie wpływu integracji narracji reklamowych na zamiar pobrania. Badana jest również moderująca rola relacji paraspołecznych oraz mediacyjna rola postrzeganej kreatywności reklamowej.
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Netography
www.statistica.com
www.youtube.com
www.pressboardmedia.com
www.adformatie.nl
www.latimes.com
www.pocketgamerbiz
