The Impact of Social Media Marketing Activities on Purchase Intention

The Impact of Social Media Marketing Activities on Purchase Intention

This study seeks to investigate the marketing activities available through social media platforms that are reflected in the purchase intention of consumers in general. Further, it explores the joint mediation effect of both perceived value (PV) and social brand engagement (SBE) on SMM-PI connect...

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Bibliographic Details
Main Authors: Firas Alnaser, Mahmoud Alghizzawi, Ghaith Abualfalayeh, Fandi Omeish, Sager Alharthi, Saed R. Al Koni
Format: Article
Language:English
Published: EconJournals 2024-10-01
Series:International Review of Management and Marketing
Subjects:
Perceived Value, Brand Engagement, Social Media Marketing, Emerging Markets, Palestine
Online Access:https://mail.econjournals.com/index.php/irmm/article/view/16839
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