The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries
Purpose – This empirical paper is an endeavor to explore the relationship between social media advertising (SMA) and customers' purchase intention (CPI) in three South Asian countries. SMA was further divided into three relevant dimensions: perceived relevance (PR), perceived informativeness (P...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2023-11-01
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| Series: | Business Analyst |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/BAJ-06-2023-0053/full/pdf |
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