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Management of Organizations: Systematic Research
Volume 88 (2022): Issue 1 (December 2022)
Open Access
Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions
Khalil ISRAFILZADE
Khalil ISRAFILZADE
and
Sakina BAGHIROVA
Sakina BAGHIROVA
| Mar 07, 2023
Management of Organizations: Systematic Research
Volume 88 (2022): Issue 1 (December 2022)
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Published Online:
Mar 07, 2023
Page range:
69 - 84
Received:
Jun 05, 2022
Accepted:
Dec 20, 2022
DOI:
https://doi.org/10.2478/mosr-2022-0013
Keywords
content marketing
,
user-generated videos
,
brand videos
,
purchase intentions
,
e-commerce
© 2022 Khalil ISRAFILZADE et al. published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Khalil ISRAFILZADE
Khalil ISRAFILZADE – PhD, lecturer at the Department of Marketing, Faculty of Economics and Management Vytautas Magnus University
Kaunas
Sakina BAGHIROVA
Sakina BAGHIROVA – Master of Marketing and International Commerce, Faculty of Economics and Management Vytautas Magnus University
Kaunas