Rodney Graeme Duffett. Influence of YouTube commercial communication on organic eWOM, purchase intent and purchase associations among young consumers. IJWBC, 18(1):87-107, 2022. [doi]
@article{Duffett22, title = {Influence of YouTube commercial communication on organic eWOM, purchase intent and purchase associations among young consumers}, author = {Rodney Graeme Duffett}, year = {2022}, doi = {10.1504/IJWBC.2022.122394}, url = {https://doi.org/10.1504/IJWBC.2022.122394}, researchr = {https://researchr.org/publication/Duffett22}, cites = {0}, citedby = {0}, journal = {IJWBC}, volume = {18}, number = {1}, pages = {87-107}, }