Working Papers

What Drives Sharing of Online Digital Content? The Case of YouTube Video Ads on Social Media

Gerard J. Tellis and Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang

Feb 14, 2019

In context of online video ads that advertisers have uploaded to YouTube, conducts two field studies to examine how ad characteristics influence digital sharing across the four major media (Facebook, LinkedIn, Twitter and Google+)

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