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Role of electronic word of mouth on purchase intention

Aslam, Wajeeha; Farhat, Kashif; Arif, Imtiaz - In: International journal of business information systems : … 30 (2019) 4, pp. 411-426

Persistent link: https://www.econbiz.de/10012059446

Impact of Facebook marketing on Lebanese athletes' decision-making process

Daou, Lindos; Sarkis, Nada; Nader, Youssef - In: International journal of sport management and marketing … 18 (2018) 5, pp. 402-416

Persistent link: https://www.econbiz.de/10011989452

Developing a conceptual model for examining social media marketing effects on brand awareness and brand image

Cheung, Man Lai; Pires, Guilherme D.; Rosenberger, Philip J. - In: International journal of economics and business research 17 (2019) 3, pp. 243-261

Persistent link: https://www.econbiz.de/10012021617

The effects of brand image in purchasing of online marketing among university students

Amiruddin Ahamat; Muhamad Sham Bin Shahkat Ali; Nor … - In: International journal of enterprise network management 9 (2018) 3/4, pp. 390-406

Persistent link: https://www.econbiz.de/10011971389

The effect of Electronic Word-Of-Mouth (EWOM) on brand im-age and purchase intention : a conceptual paper

Al Halbusi, Hussam; Shehnaz Tehseen - In: SocioEconomic challenges : SEC 2 (2018) 3, pp. 83-94

Persistent link: https://www.econbiz.de/10012034774

Exciting on Facebook or competent in the newspaper? : media effects on consumers' perceptions of brands in the fashion category

Anselmsson, Johan; Tunca, Burak - In: Journal of marketing communications 25 (2019) 7, pp. 720-737

Persistent link: https://www.econbiz.de/10012203361

Impact of social media marketing activities on brand equity and brand commitment in the leather industry

Nobar, Hossein Bodaghi Khajeh; Kalejahi, Homa Kavoosi; … - In: International journal of business excellence : IJBEX 20 (2020) 2, pp. 191-204

Persistent link: https://www.econbiz.de/10012168771

The antecedents and consequences of brand experience and purchase intention

Shukla, Mahima; Sharma, Ashok; Misra, Richa; Jain, Vinamra - In: International journal of electronic business : IJEB 16 (2021) 3, pp. 215-238

Persistent link: https://www.econbiz.de/10012597995

Unlocking the power of social media marketing : investigating the role of posting, interaction, and monitoring capabilities in building brand equity

Laradi, Sofiane; Berber, Noureddine; Rehman, Hafiz Mudassir - In: Cogent business & management 10 (2023) 3, pp. 1-17

Given the extensive utilisation of social media, brands have grown increasingly dependent on it to build brand equity. As a result, acquiring specific capabilities in the realm of digital marketing has become a necessity. This research aims to investigate the essence of Social Media Marketing...

Persistent link: https://www.econbiz.de/10014506002

Exploring the impact of social media influencers on customers' purchase intention : a sequential mediation model in Taiwan context

Kanwar, Anu; Huang, Yu-Chuan - In: Entrepreneurial business and economics review : EBER 10 (2022) 3, pp. 123-141

Objective: The objective of the article is to investigate the impact of social media influencers (SMI) on Taiwanese customers' intent to buy, using sequential mediating effects of parasocial interaction, perceived value, and brand image. Research Design & Methods: The study focused on Taiwan and...

Persistent link: https://www.econbiz.de/10014231512