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This Author published in this journals
All Journal International Journal of Marketing and Human Resource Research
Anupama Sundar D.
Associate Professor
Economics, Econometrics & Finance Social Sciences

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Impact of Social Media on Consumer Buying Pattern Anupama Sundar D.
International Journal of Marketing & Human Resource Research Vol. 3 No. 3 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i3.757

Abstract

This study examines consumer-generated advertising (CGA) impacts on consumer attitudes, and behaviors for interacting with social media features and passing along electronic word-of-mouth. Participants viewed a video advertisement on YouTube, framed as either a consumer-generated or firm-generated advertisement, to determine effects of source credibility with different levels of product involvement. Need for cognition (NFC) also was examined. Analysis revealed consumers as source significantly enhanced advertising attitudes and interactivity behaviors             
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