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The impact of consumers’ motives for watching unboxing videos on eWOM and purchase intentions: the mediating role of ad involvement

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dc.contributor.authorSerhat Özer
dc.contributor.authorYusuf Zafer Can UĞURHAN
dc.contributor.orcid0000-0001-7626-6487
dc.contributor.orcid0000-0003-1264-9002
dc.date.accessioned2026-05-20T09:40:49Z
dc.date.issued2025-02-04
dc.identifier.doi10.1057/s41270-025-00380-z
dc.identifier.issn2050-3318
dc.identifier.openalexW4407131913
dc.identifier.urihttps://hdl.handle.net/11421/38571
dc.identifier.urihttps://doi.org/10.1057/s41270-025-00380-z
dc.language.isoen
dc.relation.ispartofJournal of Marketing Analytics
dc.rightsrestrictedAccess
dc.subjectAdvertising
dc.subjectPsychology
dc.subjectBusiness
dc.subjectMarketing
dc.titleThe impact of consumers’ motives for watching unboxing videos on eWOM and purchase intentions: the mediating role of ad involvement
dspace.entity.typePublication

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