A multi-analytic approach to predict social media marketing influence on consumer purchase intention
Year of publication: |
2022
|
---|---|
Authors: | Sharma, Anshuman ; Fadahunsi, Akinola ; Abbas, Haidar ; Pathak, Vivek Kumar |
Published in: |
Journal of Indian business research. - Bradford : Emerald, ISSN 1755-4209, ZDB-ID 2498367-6. - Vol. 14.2022, 2, p. 125-149
|
Subject: | Artificial neural network (ANN) | Consumer-based brand equity (CBBE) | Inspiration | Purchase intention | Reflective-formative higher order construct (R-F-HOC) | Social media marketing (SMM) | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Neuronale Netze | Neural networks | Social Web | Social web |
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