Silaban, Pantas H.; Silalahi, Andri Dayarana K.; … - In: Cogent Business & Management 9 (2022) 1, pp. 1-17
social commerce environment. YouTubers share experiences, information, opinions, and thoughts regarding products or services … their buying behavior. This study investigates hedonic and utilitarian consumer responses to YouTubers' product reviews that …. Thus, YouTubers' product-review content on YouTube influences consumer behavior in both hedonic and utilitarian terms …