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...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Published: |
World Scientific and Engineering Academy and Society
2022
|