Influence of YouTube commercial communication on organic eWOM, purchase intent and purchase associations among young consumers.
Rodney Graeme DuffettPublished in: Int. J. Web Based Communities (2022)
Keyphrases
- internet shopping
- online shopping
- marketing strategies
- grocery shopping
- product information
- electronic word of mouth
- electronic commerce
- online stores
- website
- purchase decision
- consumer behavior
- data mining
- decision process
- purchase behavior
- purchase intention
- social media
- association rules
- online retailers
- purchasing behavior
- factors influencing
- service quality
- potential customers
- video sequences
- communication networks
- information sharing
- action recognition