Journal article
Influence of YouTube commercial communication on organic eWOM, purchase intent and purchase associations among young consumers
Abstract
This study ascertains if YouTube (YT) commercial communication (CC) influences the organic electronic word-of-mouth (eWOM), purchase intention and purchase associations among young consumers. A sequential sampling method was employed in a survey of 2,122 South African high school learners. Structural equation modelling was utilised to investigate the hypothesised associations. The analysis established that organic eWOM had a positive impact on …
Authors
Duffett RG
Journal
International Journal of Web Based Communities, Vol. 18, No. 1, pp. 87–107
Publisher
Inderscience Publishers
Publication Date
2022
DOI
10.1504/ijwbc.2022.122394
ISSN
1477-8394