A conceptual framework to study effective short-video platform advertising on Chinese generation Y consumer online purchase intention
The millennial generation is highly linked to modern media, has unfettered access to the Internet to gather vital information and enjoys online shopping. Generation Y consumes information to fulfil the fundamental needs of commodities. An effective short-video advertising strategy should optimize th...
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| Main Authors: | , |
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| Format: | Article |
| Published: |
World Scientific and Engineering Academy and Society
2022
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| Online Access: | http://psasir.upm.edu.my/id/eprint/100107/ https://wseas.com/journals/articles.php?id=7129 |
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| Institution: | Universiti Putra Malaysia |