How are brands associated by users in short videos-A study on the mechanism of user associations with brand placements in short videos based on signal theory.
The emergence of short video platforms has opened new avenues and opportunities for brand marketing. This paper investigates the mechanisms of brand dissemination in short videos, examining strategies for fostering brand associations to fulfill communication objectives. Drawing on signal theory, the...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2025-01-01
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| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0316905 |
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