Understanding hedonic and utilitarian responses to product reviews on youtube and purchase intention

YouTube has become popular among consumers as an information preference in the decision-making process within the social commerce environment. YouTubers share experiences, information, opinions, and thoughts regarding products or services in product-review content, and consumers’ motivations (hedoni...

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Principais autores:	Pantas H. Silaban, Andri Dayarana K. Silalahi, Edgar Octoyuda, Yuni Kartika Sitanggang, Lamtiur Hutabarat, Ade Irma Suryani Sitorus
Format:	Artigo
Jezik:	Inglês
Izdano:	Taylor & Francis Group 2022-12-01
Serija:	Cogent Business & Management
Teme:	Parasocial Interaction Hedonic and Utilitarian Purchase Intention Social Media Marketing Online Consumer Behavior YouTube
Online dostop:	https://www.tandfonline.com/doi/10.1080/23311975.2022.2062910
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