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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

...Md Sajjad Hosain; Abdullah Mohammad Ahshanul Mamun Purpose This empirical paper is an endeavor to explore the relationship between social media advertising (SMA) and customers' purchase intention (CPI) in three South Asian countries. SMA was further divided into three relevant dimensions...

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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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