I like, I don’t like, I don’t know: consumers’ attitude towards marketing content in social media from Gen Y glasses

I like, I don’t like, I don’t know: consumers’ attitude towards marketing content in social media from Gen Y glasses

This study aims to explore Gen Y social media (SM) users’ attitude towards advertising contents. A qualitative approach is applied using focus group discussions (FGDs), and data analyses are carried out via a constant comparative method. Findings revealed three dominant themes such as positive, nega...

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Bibliographic Details
Published in:International Journal of Electronic Marketing and Retailing
Main Author: Kamaruddin N.A.; Putit L.; Fikry A.
Format: Article
Language:English
Published: Inderscience Publishers 2024
Online Access:https://www.scopus.com/inward/record.uri?eid=2-s2.0-85193279531&doi=10.1504%2fIJEMR.2024.138300&partnerID=40&md5=1f90e0fdbf1c22cb77c34a0fec94b6ff

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