Shetu, Sabakun Naher - In: Future Business Journal 9 (2023) 1, pp. 1-15
The study investigates the impact of user-generated content (UGC) and micro-celebrity posts on the online purchasing …-organism-response (S-O-R) paradigm is rarely applied to studies on the online purchasing preferences of Generation Z consumers. This study … mediation relationship was found to be insignificant. Additionally, users' search intention has a strong correlation with online …