The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers
YouTube (YT) is the largest online video digital channel with more than 2 billion users, and over a billion hours of YT videos are viewed every day, particularly among young consumers. YT has become a massive marketing communication platform, which serves as a medium to target the lucrative Generati...
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| Format: | Article |
| Language: | English |
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MDPI AG
2020-06-01
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| Series: | Sustainability |
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| Online Access: | https://www.mdpi.com/2071-1050/12/12/5075 |