Video tutorial as electronic word-of-mouth and centennials’ purchase intention
In the dynamic digital marketing world, electronic word-of-mouth (eWOM) as a form of communication has caught the attention of marketing specialists, who use it to leverage their brands and reach a very important segment: centennials. Video tutorials have become a form of eWOM because they introduce...
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| Publicado en: | Revista CEA |
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| Principais autores: | , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado: |
Instituto Tecnológico Metropolitano
2023
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| Acceso en liña: | https://www.redalyc.org/articulo.oa?id=638174850002 https://www.redalyc.org/journal/6381/638174850002/ https://www.redalyc.org/journal/6381/638174850002/html/ https://www.redalyc.org/journal/6381/638174850002/638174850002.epub https://www.redalyc.org/journal/6381/638174850002/movil https://doi.org/10.22430/24223182.2402 |
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