YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach
The study investigates Generation Z’s purchase intentions in the beauty industry that are impacted by YouTube advertising appeals. A structured questionnaire and a quantitative approach were used to collect data from a total of 205 respondents who belonged to Generation Z. The study examined the imp...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | en |
| Published: |
Cogent OA
2025
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| Online Access: | http://psasir.upm.edu.my/id/eprint/120893/1/120893.pdf http://psasir.upm.edu.my/id/eprint/120893/ https://www.tandfonline.com/doi/full/10.1080/23311983.2025.2480878 |
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