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The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries

Md Sajjad Hosain, Abdullah Mohammad Ahshanul Mamun

Business Analyst Journal (2023) 44 (2): 84–105.

https://doi.org/10.1108/BAJ-06-2023-0053

Published: 25 September 2023

...: perceived relevance (PR), perceived informativeness (PI) and perceived credibility (PC). Furthermore, the authors incorporated a single mediator: customers' brand consciousness (CBC) to test the mediating effects on the direct relationships. Design/methodology/approach The authors purposively selected...

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The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries

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