Digital Library of Zielona Góra contains 9 272 digital objects
Object
Title: 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
Object collections:
- Repository > Faculties > Faculty of Economics and Management
- Repository > Types of work > Articles
- Repository > Scientific journals and UZ publishing series > Management
- Repository > Scientific journals and UZ publishing series > Management > Management, volumen 24 (2020)
Last modified:
Jul 6, 2023
In our library since:
Dec 6, 2022
Number of object content hits:
284
All available object's versions:
https://zbc.uz.zgora.pl/repozytorium/publication/73298
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Show description in OAI-PMH format:
| Edition name | Date |
|---|---|
| Behavioral intention of young consumers towards the acceptance of social media marketing in Emerging Markets | Jul 6, 2023 |
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