Keywords: Social media skills
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Journal Articles

“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
... social media skills in the relationship between social media engagement and purchase intentions. Design/methodology/approach The research proposes a positivist research philosophy, deductive research approach and survey research strategy. Data were collected from followers of social media pages...
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