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Keywords: Social media marketing (SMM)
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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
...Anshuman Sharma; Akinola Fadahunsi; Haidar Abbas; Vivek Kumar Pathak Purpose Based on the stimulus-organism-response (SOR) framework, this study aims to investigate the effect of social media marketing (SMM) activities on consumers’ purchase intention (PI), as well as to test the mediation effect...
