TY  - JOUR
AU  - Pintado Blanco, Teresa
AU  - Sánchez Herrera, Joaquín
PY  - 2017
DO  - 10.7764/cdi.40.1088
SN  - 0719-3661
UR  - https://hdl.handle.net/20.500.14352/95312
T2  - Cuadernos.info
AB  - Social networks have been widely studied regarding advertising behavior. However, there is no relevant research to analyze the digital social structure of ads and their implications. We analyzed this topic using 387 advertising campaigns and 14.612...
LA  - eng
M2  - 189
PB  - Universidad Pontifica Católica de Chile
KW  - Online advertising
KW  - Social networks
KW  - YouTube
KW  - eWom
TI  - The relationship between views and the evaluation of an ad. A structural analysis of unpaid advertising in YouTube
T2  - La relación entre el visionado y la evaluación del anuncio. Un análisis estructural de la publicidad no pagada en YouTube
TY  - journal article
ER  -