A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2020; you can also visit the original URL.
The file type is
New generation consumers have a tendency to rely more on digital media in their consumption process. This research aims to explain the purchasing behavior of Generation Y consumers. Effects of the peer to peer interactions of Generation Y consumers on brand awareness and brand trust form the conceptual model of this research. In the introduction part of the research, previous work on WoM, eWoM, brand awareness and brand trust in the literature are evaluated. In the remainder of the research, adoi:10.5281/zenodo.1456623 fatcat:vunapiyh2vcl3cftmpwn7jmgru