Browsing by Subject "YouTube"

Browsing by Subject "YouTube"

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  • How Social Media Influencers Shape the Buying Decisions of Gen Z: A Real-World Exploration 
    Soundarya, G.; Aishwarya, R.; Emelda Margarette, C. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    Influencers have a big say in how younger generations view products and make decisions in the social media era. This study examines the relationship between Generation Z's purchasing behaviors and social media influencers, ...
  • The Impact of Data Privacy Concerns on Consumer Attitudes Towards YouTube Among Generation Z in Sri Lanka 
    Nimanthika, P.D.A.; Sarangan, B. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    The paper examines how the concern of data privacy affects the attitudes of the Sri Lankan generation Z towards YouTube. Whilst the generation Z are digital natives, they highly engaged in online platforms, especially ...
  • Naive Bayes Algorithm for Large Scale Text Classfication 
    Sivakumar, Pirunthavi; Ekanayake, Jayalath (Popular Science Press, 31-12-21)
    This paper proposed an improved Naïve Bayes Classifier for sentimental analysis from a large-scale dataset such as in YouTube. YouTube contains large unstructured and unorganized comments and reactions, which carry important ...