Influence of Social Media Marketing Communications among Young Consumers

Authors : Jinang, Noralyn; Balitao, Kenji P.; Mendoza, Hannah Sophia A.; Nartea, Mecmack; Medina, Estelita E.; Munsayac, Jennifer D.

Volume/Issue : Volume 4 - 2019, Issue 11 - November

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This paper was conducted with the main objective of examining what and how social media marketing communications influence young consumer's cognitive, affective and behavioral attitudinal components This study also focuses on the impact of various factors affecting their attitude towards social media marketing communications. This includes usage variables ( length of usage, log-om frequency, log-on duration) and demographic variables (gender, age, and population group). In collecting data, the researchers used self-administered questionnaires divided into three main sections, which were distributed to 337 students.


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31 - August - 2022

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