Abstract
This study examines the trends and effectiveness of online social networks to target youth for precision marketing under the varied mediating role of cultural dispositions, innovative aptitude, and perceived medium credibility in emerging yet distinctive marketplaces. We conducted an online survey ( N = 577) in three countries representing different social, economic, and cultural values to investigate the relationships between the variables. The social identity framework was used as a theoretical framework. The results revealed that external factors like recommendations, product offers, and appearance are more relevant than an individual's traits and dispositions when evaluating products on social networks. These findings clarify the existing work and offer methodological and practical implications.
Published Version
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