The Effect of YouTube eWOM on Consumer Buying Interest

The Effect of YouTube eWOM on Consumer Buying Interest

YouTube creates valuable social media opportunities in eWOM content. Individuals currently discuss products and other matters with their friends and new acquaintances over the internet. The purpose of this study was to determine the effect of YouTube eWOM conversations on consumer buying interest. B...

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Bibliographic Details
Main Authors: Amar Nuriman Izudin, Endang Ruswanti, Moehammad Unggul Januarko
Format: Article
Language:Spanish
Published: Instituto Tecnológico Metropolitano 2020-07-01
Series:Revista CEA
Subjects:
e-wom
youtube
consumer buying interest
Online Access:https://revistas.itm.edu.co/index.php/revista-cea/article/view/1618

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