Facebook Live-Streaming: How It Affect the Purchase Intention of Generation Y in Malaysia?

• Main Authors: Lim, Ying San, Ng, Tuan Hock, Mohamad, Wan Normila, Lim, Cheng Ee
• Format: Article
• Language: English
• Published: UUM Press 2022
• Subjects: T Technology (General)
• Online Access: https://repo.uum.edu.my/id/eprint/29983/1/JBMA%2012%2001%202022%2025-49.pdf; https://doi.org/10.32890/jbma2022.12.1.2; https://repo.uum.edu.my/id/eprint/29983/; https://e-journal.uum.edu.my/index.php/jbma/article/view/14719; https://doi.org/10.32890/jbma2022.12.1.2
• Institution: Universiti Utara Malaysia

Today, people use social media for communicating and browsing the internet during their spare time. Additionally, people are using social media as a means of leisure during their free time. When Facebook launched its Facebook Live streaming application in 2016, the phenomenon created new opportuniti...