The impact of short-form video as electronic word-of-mouth on consumer visit intention: a comparison between Tiktok and Instagram
Short Form Video (SFV) as an effective tool for electronic Word of Mouth (eWOM) can facilitate the exchange of opinions among consumers. Compared to static text comments, short videos are more interactive and can be more engaging. However, in a consumer's decision to visit a physical shop, audi...
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| Format: | Final Year Project / Dissertation / Thesis |
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2023
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| Online Access: | http://eprints.utar.edu.my/6304/ http://eprints.utar.edu.my/6304/1/202306%2D09_Eng_Shi_Yee_ENG_SHI_YEE.pdf |