Exploring the Connection between Social Media Marketing Activities and Purchase Decisions, Focusing on Electronic Word of Mouth and Brand Awareness

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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Bibliographic Details
Main Authors: Muhammad Aqib Shafiq, Muhammad Sajjad Khan, Salman Mehmood, Zia Ur Rehman
Format: Article
Language:English
Published: Institute of Business Management 2024-12-01
Series:International Journal of Experiential Learning & Case Studies
Subjects:
Social Media Marketing Activities
Electronic Word of Mouth
Brand Awareness
Brand Image
Purchase Decision
Online Access:https://journals.iobm.edu.pk/index.php/ijelcs/article/view/1132
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