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- W4290785532 abstract "Social media has been creating a strong presence among youth in making buying decisions. The convenience and the usage perception are also leading the youth to look at different social networking sites for more information. The advertising content on various social networking sites are also witnessing radical changes as per the ever-changing necessities. The integrated marketing communication has been instrumental in taking the marketing communication strategies to a different level. The study gives an insight to the marketing teams of the companies who bank upon the various social media platforms looking at exploring the different opportunities to enhance their business opportunities with reference to youth buying intentions. The findings reveal the influence of social media platforms on youth buying intentions." @default.
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- W4290785532 date "2022-06-17" @default.
- W4290785532 modified "2023-09-27" @default.
- W4290785532 title "Determining the Influence of Social Media Platforms on Youth Buying Intention" @default.
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- W4290785532 doi "https://doi.org/10.4018/978-1-6684-2443-8.ch007" @default.
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