| Autor: |
Lim, Y. S., Ng, T. H., Yeo, S. F., Kerk, Y. H. |
| Zdroj: |
Turkish Online Journal of Design, Art & Communication; 2018 Special Issue, Vol. 8, p721-728, 8p |
| Abstrakt: |
The objective of this study is to determine how the formal and informal communication in social media can be used to affect the Generation Y online purchase intention. Generation Y is selected in this study as this generation is the generation who are heavily depend on social media. Selfadministrated questionnaire is used to gather the respond from the target respondent by using random sampling. The result from the sample size of 230 Generation Y respondents showed that there is positive influence of online sales promotion and word of mouth on the consumers purchase intention. The outcome of this study is very important to give an insights to the business on how they should use the social media to communicate and influence the consumer online purchase intentions. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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