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Keywords: Inspiration
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Journal Articles
A multi-analytic approach to predict social media marketing influence on consumer purchase intention
Available to Purchase
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2022) 14 (2): 125–149.
Published: 26 January 2022
... of consumer-based brand equity (CBBE) and consumer inspiration (INS) between the relationship of SMM and PI. Further, this study has also proposed and validated SMM as a reflective–formative higher-order construct (R-F-HOC) with its five first-order dimensions: customization, entertainment, interaction...
