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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

... questions: RQ1. What is the association between the components of SMA and CPI of South Asian fashion brands? RQ2. What is the mediating role of CBC on the relations between the components of SMA and CPI? SMAs can increase general CPI by increasing brand engagement...

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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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