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Keywords: Customer purchase intention
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Journal Articles
Journal:
South Asian Journal of Marketing
South Asian Journal of Marketing (2024) 5 (1): 61–73.
Published: 24 January 2024
...Kaluarachchi Chamodi Sandunima; Nisha Jayasuriya Purpose This study aims to investigate the relative impact of firm-created (FC) and user-generated (UG) social media marketing communication on fashionwear customers' purchase intention (CPI) in Sri Lanka. The primary objective is to identify...
