Segmenting consumers based on social media advertising perceptions: How does purchase intention differ across segments?
Abstract
Digitalization, personalization and globalization shape how companies contact and communicate with their consumers who have different needs and wants. In these highly competitive heterogeneous markets, it becomes crucial to reach consumers in an easy, low-cost and more targeted manner. Social media advertising is one of the effective ways of attracting potential customers, retaining attention of current customers and influencing them through...
Paper Details
Title
Segmenting consumers based on social media advertising perceptions: How does purchase intention differ across segments?
Published Date
Nov 1, 2021
Journal
Volume
64
Pages
101687 - 101687
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Notes
History