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From Clicks to Carts: Exploring the Role of Unboxing YouTube videos in Driving the Smartphone Purchasing intention of Generation Z and Millennials in Sri Lanka Cover

From Clicks to Carts: Exploring the Role of Unboxing YouTube videos in Driving the Smartphone Purchasing intention of Generation Z and Millennials in Sri Lanka

Kelaniya Journal of Management
Volume 12 (2023): Issue 3
By:  and    
Open Access
|Dec 2023
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DOI: https://doi.org/10.4038/kjm.v12i3.7778 | Journal eISSN: 2448-9298
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Language: English
Page range: 137 - 155
Published on: Dec 30, 2023
Published by: Faculty of Commerce and Management Studies University of Kelaniya
In partnership with: Paradigm Publishing Services
Keywords:
Generation Z,
Millennials,
Purchase intention,
Unboxing videos,
Uses and Gratification theory,
User-generated videos

© 2023 H. P. Dilshan, S. S. J. Patabendige, published by Faculty of Commerce and Management Studies University of Kelaniya
This work is licensed under the Creative Commons Attribution 4.0 License.

Volume 12 (2023): Issue 3
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