Storytelling, humour, and promotions: How social media marketing influences university students' green purchase intention
This study explains how social media information sources, formats, and promotions affect Chinese university students' inclinations to engage with social media and make environmentally friendly purchases. Multivariate analysis of variance (MANOVA) was used to validate Study 1, analysis of varian...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-12-01
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| Series: | Sustainable Futures |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666188825005659 |
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