Beyond Likes and Shares: Unveiling the Sequential Mediation of Brand Equity, Loyalty, Image, and Awareness in Social Media Marketing's Influence on Repurchase Intentions for High-Tech Products.
This study aims to investigate the impact of social media marketing activities (SMMA) on repurchase intention (RPI) with the mediating effect of brand equity (BE), Brand loyalty (BL), Brand image (BI), and Brand awareness (BA) on high-tech products. This study utilized a purposive sampling techniqu...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Qubahan
2024-04-01
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| Series: | Qubahan Academic Journal |
| Online Access: | https://journal.qubahan.com/index.php/qaj/article/view/514 |
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