Exploring the Connection between Social Media Marketing Activities and Purchase Decisions, Focusing on Electronic Word of Mouth and Brand Awareness
This paper examines the inspiration of social media marketing activities on customers’ purchase decisions in Pakistan. Following the development of a theoretical model comprising the prevalent activities undertaken in social media marketing – namely, trendiness, customization, and personalization –...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Institute of Business Management
2024-12-01
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| Series: | International Journal of Experiential Learning & Case Studies |
| Subjects: | |
| Online Access: | https://journals.iobm.edu.pk/index.php/ijelcs/article/view/1132 |
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