Open AccessA Conceptual Framework to Study Effective Short-Video Platform Advertising on Chinese Generation Y Consumer Online Purchase Intention
Author(s) -
Mengyan Sheng,
Norazlyn Kamal Basha
Publication year - 2022
Publication title -
wseas transactions on environment and development
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.157
H-Index - 19
eISSN - 2224-3496
pISSN - 1790-5079
DOI - 10.37394/232015.2022.18.101
Subject(s) - bandwagon effect , advertising , popularity , online advertising , business , value (mathematics) , perception , online video , conceptual framework , marketing , the internet , computer science , world wide web , multimedia , psychology , social psychology , philosophy , epistemology , machine learning , neuroscience , political science , law , biology