A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data

A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data

The objective of this paper is to provide a better rendition of Generation Z purchase intentions of retail products through Facebook. The study gyrated around the favorable attitude formation of Generation Z translating into intentions to purchase retail products through Facebook. The role of antece...

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Bibliographic Details
Main Authors: Vikas Kumar, Preeti, Shaiku Shahida Saheb, Sunil Kumari, Kanishka Pathak, Jai Kishan Chandel, Neeraj Varshney, Ankit Kumar
Format: Article
Language:English
Published: Tsinghua University Press 2023-12-01
Series:Big Data Mining and Analytics
Subjects:
facebook
enjoyment
credibility
peer communication
attitude
intentions to purchase
Online Access:https://www.sciopen.com/article/10.26599/BDMA.2022.9020033
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https://www.sciopen.com/article/10.26599/BDMA.2022.9020033

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