Investigating the impact of social media advertising features on customer purchase intention

Volume: 42, Pages: 65 - 77
Published: Oct 1, 2018
Abstract
null null Social media is being increasingly used as a platform to conduct marketing and advertising activities. Organizations have spent a lot of time, money, and resources on social media ads. However, there is always a challenge in how organizations can design social media advertising to successfully attract customers and motivate them to purchase their brands. Thus, this study aims to identify and test the main factors related to social...
Paper Details
Title
Investigating the impact of social media advertising features on customer purchase intention
Published Date
Oct 1, 2018
Volume
42
Pages
65 - 77
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