Cogent Business & Management
Volume 9, 2022 - Issue 1
MARKETING
Understanding hedonic and utilitarian responses to product reviews on youtube and purchase intention
Pantas H. Silaban1 Graduate School, University of Hkbp Nommensen, Medan, IndonesiaCorrespondence[email protected]
https://orcid.org/0000-0001-9920-4078View further author information
https://orcid.org/0000-0001-9920-4078View further author information, Andri Dayarana K. Silalahi2 Department of Business Administration, Chaoyang University of Technology, Taichung, Taiwanhttps://orcid.org/0000-0002-5399-3742View further author information
https://orcid.org/0000-0002-5399-3742View further author information, Edgar Octoyuda3 Faculty of Economics and Business, University of Hkbp Nommensen, Medan, Indonesiahttps://orcid.org/0000-0001-8171-0458View further author information
https://orcid.org/0000-0001-8171-0458View further author information, , & 