Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm
Table 1
Construct definitions.
Construct
Operational definition
Adapted sources
Visual cues
Visual communication is intended to present objects or people with particular characteristics that might influence judgment, emotions, and behaviors.
Emotional ties, concerns, and care between the audience and the YouTubers push the latter to do something for the former because it is perceived as a moral duty.