.... The bootstrapping approach investigated the mediating relationship of goal-framing theory (GFT) between social media content and ZW purchase intention. Findings The outcome reveals that content posted on social media positively influences consumers’ gain motivation, normative motivation and purchase intention...

... involvement of consumer on the impact of CrM campaigns on purchase intention of consumers. Design/methodology/approach Both structural equation modelling and hierarchical analysis were used to evaluate the responses of 1,425 male and female consumers in India towards CrM campaign. Findings The results...