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YouTube as an advertising platform

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YouTube as an advertising platform ( youtube-as-an-advertising-platform )

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Webster,J.,L. K. Trevino, and L. Ryan (1993), "The Dimensionality and Corre- lates of Flow in Human Computer Interactions," MIS Quarterly, 16 (June), 201- 260 Ducoffe, R. H. (1996). "How Consumers Assess the Value of Advertising." Journal of Current Issues and Research in Advertising 17, pp. 1-18. Ducoffe, R. H., (1996) Advertising Value and Advertising on the Web Journal of Advertising Research (36:5), pp. 21-35. Liu, Y. ì., (2001) Understanding the Interactive Media: Interactivity and Its Im- plications for Consumer Behavior. Doctoral Dissertation Proposal, Rutgers University. Barton, K. M. (2009). Reality Television Programming and Diverging Gratifica- tions: The Influence of Content on Gratifications Obtained. Journal of Broad- casting & Electronic Media, 53(3), 460-476. Severin, W. J., and Tankard, J. W. (1997). Communication Theories: Origins, Methods, and Uses in the Mass Media (4th Ed.). New York: Longman. Donna L. Hoffman and Thomas P. Novak (1996), Journal of Marketing Vol. 60, No. 3 pp. 50-68 Katz, E. (1959). Mass communication research and the study of culture. Stud- ies in Public Communication, 2, 1-6. Haghirian P, Madlberger M. (2005), Consumer attitude toward advertising via mobile devices - an empirical investigation among Austrian users. Proceed- ings of the European Conference on Information Systems, Regensburg, Ger- many. 1-13. 94

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