How do perceived social media marketing activities foster purchase intentions? : a multiple sequential mediation model
Kian Yeik Koay, Chee Wei Cheah and Serena Wooi-U Goon
| Year of publication: |
2023
|
|---|---|
| Authors: | Koay, Kian Yeik ; Cheah, Chee Wei ; Goon, Serena Wooi-U |
| Subject: | Brand experience | Brand love | Brand trust | Purchase intentions | Social media marketing activities | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenführung | Brand management | Vertrauen | Confidence | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2023.2207072 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014321513