The Impact of Viewers’ Behavior and YouTubers’ Credibility in Advertainment on Building Consumer Trust
S. P. Wickramasinghe, S. D. Welgama, R. P. M. L. Rajapakse, N. Jayasuriya & A. A. S. N. Munasinghe · Asian Journal of Economics, Business and Accounting · 2021
Advertainment is an upcoming concept in the current scenario combining two concepts called Advertising and Entertainment. This concept has helped modern day YouTubers to reach maximum customers within a short period. This study can facilitate spotting the factors of advertainment...
Open access
Research Article
10.9734/ajeba/2021/v21i930425