A conceptual framework to study effective short-video platform advertising on Chinese generation Y consumer online purchase intention

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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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Bibliographic Details
Main Authors:	Sheng, Mengyan, Kamal Basha, Norazlyn
Format:	Article
Published:	World Scientific and Engineering Academy and Society 2022
Online Access:	http://psasir.upm.edu.my/id/eprint/100107/

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