The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in Indonesia
This study investigates the influence of YouTube advertising and electronic word-of-mouth (eWOM) on brand awareness and purchase intention among millennial consumers in Indonesia. This research is guided by the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to explain ho...
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| Principais autores: | , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado: |
Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-04-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Assuntos: | |
| Acceso en liña: | https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6872 |
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