How social media affects the purchase intentions of female consumers in Macao: watching beauty and cosmetics product experience videos on YouTube

YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we...

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Bibliographic Details
Main Author: Chan, Velda (author)
Other Authors: Silva, Susana C. (author), Lampo, Alessandro (author)
Format: article
Language:eng
Published: 2022
Subjects:
YouTube marketing
YouTube beauty products
Beauty and cosmetics marketing
Purchase intention
Marketing no YouTube
Produtos de beleza do YouTube
Marketing de beleza e cosméticos
Intenção de compra
Online Access:http://hdl.handle.net/10400.14/39263
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/39263

Internet

http://hdl.handle.net/10400.14/39263

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