From Clicks to Carts: Exploring the Role of Unboxing YouTube videos in Driving the Smartphone Purchasing intention of Generation Z and Millennials in Sri Lanka
| Autor: | Dilshan, H.P, Patabendige, S.S.J |
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| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Kelaniya Journal of Management, Vol 12, Iss 3, Pp 137-155 (2023) |
| Druh dokumentu: | article |
| ISSN: | 2279-1469 2448-9298 |
| DOI: | 10.4038/kjm.v12i3.7778 |
| Popis: | User-generated videos (UGVs), that is, videos generated by users as opposed to by manufacturers or sellers, have become increasingly popular, especially with Generation Zs and millennials. Using platforms like YouTube, UGVs create awareness and influence purchasing decisions through reviews. This study aims to better understand the effects of UGVs by focusing on their role in smartphone users' purchasing intention. The study draws on the uses and gratification theory, which contends that media users actively search for content that satisfies specific needs such as information seeking, social bonding, entertainment, and time passing. Data was sourced from an online survey involving 390 respondents from the Generation Z and millennial cohorts in Sri Lanka. Analysis revealed that viewing unboxing videos addresses all four gratification motives, while the informationseeking motive stood out as the primary driver. These findings provide valuable guidance for UGV creators and marketers in general on optimising content strategy. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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