Do user-generated content and micro-celebrity posts encourage generation Z users to search online shopping behavior on social networking sites—the moderating role of sponsored ads
Abstract The study investigates the impact of user-generated content (UGC) and micro-celebrity posts on the online purchasing behavior of Generation Z on social networking sites. In addition, the mediator function of the user’s search intent is investigated. Thus, sponsored ads employ moderation. To...
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| Format: | Article |
| Language: | English |
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SpringerOpen
2023-12-01
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| Series: | Future Business Journal |
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| Online Access: | https://doi.org/10.1186/s43093-023-00276-3 |