Impact of information usefulness and adoption in social media on purchase intention :Evidence of Indonesia

• Main Authors: Subekti, Toni Ahmad, Nugroho, Sahid Susilo
• Formato: UMS Journal (OJS)
• Idioma: eng
• Publicado: Universitas Muhammadiyah Surakarta 2023
• Subjects: Information quality; credibility; eWOM; Attitude toward eWOM; purchase intention; Youtube
• Acceso en liña: https://journals2.ums.ac.id/index.php/benefit/article/view/2461

The Product reviews on YouTube Channel offer information for consumers to evaluate products before making a decision.  Understanding how consumers adopt the information and its impact on purchase intention becomes crucial. This study aims to determine the influence of information usefulness...