Social Media Marketing Activities and Customers' Purchase Intention: The Mediating Effect of Brand Image.
Haixin ZhangYali ZhangAnastasiia RyzhkovaChrissie Diane TanFeng LiPublished in: IEEM (2019)
Keyphrases
- social media
- brand image
- purchase intention
- online stores
- customer relationship management
- online shopping
- customer behavior
- customer satisfaction
- marketing strategies
- social networks
- social networking
- online social networks
- user generated content
- potential customers
- website
- purchasing behavior
- service quality
- survey data
- visual attention
- software systems
- service providers