What can we learn from advertisements of logistics firms on YouTube? A cross cultural perspective
作者：
Highlights：
• This study aims to investigate the correlation between the ads on YouTube with firm’s performance.
• Both popularity and effective ad characteristics related positively to sales.
• Firms are advised to note the massive potential for free advertising such platforms can provide.
摘要
•This study aims to investigate the correlation between the ads on YouTube with firm’s performance.•Both popularity and effective ad characteristics related positively to sales.•Firms are advised to note the massive potential for free advertising such platforms can provide.
论文关键词：Web 2.0,Social media,Market intelligence,Performance measurement,Case studies,Survey methods
论文评审过程：Available online 30 July 2013.
论文官网地址：https://doi.org/10.1016/j.chb.2013.06.037
