Keywords: Social media engagement
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“We do it but they don't” unveiling the impact of differentiation-oriented content on purchase intentions through mediation of SM engagement and moderation of social media skills

Shahid Khan, Sumaira Rehman, Uzma Kashif
Journal: South Asian Journal of Marketing
South Asian Journal of Marketing (2024) 5 (1): 47–60.
https://doi.org/10.1108/SAJM-09-2022-0064
Published: 11 October 2023
...Shahid Khan; Sumaira Rehman; Uzma Kashif Purpose This research aimed to investigate the mediating role of social media engagement in the relationship between differentiation-oriented content and purchase intentions. Additionally, this research studies the moderating impact of entrepreneurial...
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