Impact of Social Media Marketing Activities on Purchase Intentions via Customer Equity Drivers: An Empirical Case Study on Smartphone Brands.
Radhika AggarwalSanjiv MittalPublished in: Int. J. Online Mark. (2022)
Keyphrases
- social media
- case study
- marketing strategies
- purchase behavior
- potential customers
- consumer behavior
- online marketing
- electronic commerce
- daily life
- customer relationship management
- direct marketing
- customer loyalty
- social activities
- social context
- customer behavior
- purchasing behavior
- customer service
- human activities
- website
- customer satisfaction
- online stores
- brand image
- data mining
- social networks
- mobile applications
- social networking
- online social networks
- customer support
- big data
- social media data
- activity recognition
- marketing campaigns
- current situation
- real world
- software development
- practical guidelines
- mobile devices
- internet shopping
- knowledge management
- business transactions
- business intelligence
- customer segmentation