Zielonogórska Biblioteka Cyfrowa udostępnia 65 497 obiektów cyfrowych
Obiekt
Tytuł: Behavioral intention of young consumers towards the acceptance of social media marketing in Emerging Markets
Contributor:
Stankiewicz, Janina - red. nacz. ; Preston, Peter- red. jęz. ; Zmyślony, Roman - red. statyst. ; Skalik, Jan - red. ; Moczulska, Marta - red. ; Adamczyk, Janusz- red.
Group publication title:
Abstract:
The study identifies the factors that influence marketing through social media of users in the Vietnam market, conducted through qualitative and quantitative methods. The research results show that Intention to use social media marketing is directly affected by Attitude towards advertisement and Attitude to electronic words of mouth. ; Additionally, perceived usefulness, Search Level and Perceived risk are factors that directly affect Attitude towards advertisement. Whereas, material condition and perceived usefulness are factors that affect Attitudes towards electronic words of mouth. This study also provides some implications for marketers through social networks to increase the confidence and effectiveness of marketing campaigns and programs through this channel.
Publisher:
Zielona Góra: Faculty of Economics and Management Press
Format:
Resource Identifier:
DOI:
Pages:
Source:
Management, vol. 24, no 2 (2020)
Language:
Rights:
Biblioteka Uniwersytetu Zielonogórskiego
Kolekcje, do których przypisany jest obiekt:
- Digital Library of Zielona Góra > Repository > Faculties > Faculty of Economics and Management
- Digital Library of Zielona Góra > Repository > Types of work > Articles
- Digital Library of Zielona Góra > Repository > Scientific journals and UZ publishing series > Management
- Digital Library of Zielona Góra > Repository > Scientific journals and UZ publishing series > Management > Management, volumen 24 (2020)
Data ostatniej modyfikacji:
6 lip 2023
Data dodania obiektu:
6 gru 2022
Liczba wyświetleń treści obiektu:
304
Wszystkie dostępne wersje tego obiektu:
https://zbc.uz.zgora.pl/publication/73298
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| Nazwa wydania | Data |
|---|---|
| Behavioral intention of young consumers towards the acceptance of social media marketing in Emerging Markets | 6 lip 2023 |
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