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Browsing MBA (BUKC) by Subject "Generation Y, Millennial, Social Media, Social Networking Sites, Mobile Technology, Family Influence, Peer Influence, eWOM, Purchase Intention, Marketing"
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Noor, Sana Reg # 54333
(Bahria University Karachi Campus, 2021)
Purpose -This research paper explores the various factors that influence Generation Y’s use
of electronic word of mouth (eWOM) on social media and its effects on customer purchase
intention.
Methodology & Design - A ...