The Effect of YouTube Advertising and eWOM on Brand Awareness and Purchase Intention Among Millennial Consumers in Indonesia

This study investigates the influence of YouTube advertising and electronic word-of-mouth (eWOM) on brand awareness and purchase intention among millennial consumers in Indonesia. This research is guided by the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to explain ho...

Full description

Bibliographic Details

Published in:	Indonesian Interdisciplinary Journal of Sharia Economics
Main Authors:	Nufika Salsa Yiki, Imronudin Imronudin
Format:	Article
Language:	English
Published:	Universitas KH Abdul Chalim, Prodi Ekonomi Syariah 2025-04-01
Subjects:	Brand Awareness, eWOM, Purchase Intention, YouTube
Online Access:	https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6872