Applications of SOR and para-social interactions (PSI) towards impulse buying : the Malaysian perspective
Year of publication: |
2020
|
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Authors: | Lee, Yi Yong ; Gan, Chin Lay |
Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3318, ZDB-ID 2725961-4. - Vol. 8.2020, 2, p. 85-98
|
Subject: | Generation-Y | Malaysia | Impulse buying | Para-social interaction | Instant messaging | Normative evaluation | Positive affect | Konsumentenverhalten | Consumer behaviour | Emotion | Kaufentscheidung | Purchase decision |
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