From Clicks to Carts: Exploring the Role of Unboxing YouTube videos in Driving the Smartphone Purchasing intention of Generation Z and Millennials in Sri Lanka
User-generated videos (UGVs), that is, videos generated by users as opposed to by manufacturers or sellers, have become increasingly popular, especially with Generation Zs and millennials. Using platforms like YouTube, UGVs create awareness and influence purchasing decisions through reviews. This st...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Commerce & Manangement Studies, University of Kelaniya
2023-12-01
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| Series: | Kelaniya Journal of Management |
| Subjects: | |
| Online Access: | https://kjm.sljol.info/articles/10.4038/kjm.v12i3.7778 |