Investigating the impact of social media antecedents on brand equity and online fashion purchase intention
The aim of this research is to investigate the impact of social media antecedents on brand equity of fast fashion brands, which leads to purchase intention. Based on literature, fast fashion brands rely on e-commerce social media platforms in order to meet the needs and wants of consumers. So, in or...
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| Format: | Article |
| Language: | Arabic |
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Faculty of Commerce, Port Said University
2023-01-01
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| Series: | Maǧallaẗ Al-Buḥūṯ Al-Mālīyyaẗ wa Al-Tiğāriyyaẗ |
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| Online Access: | https://jsst.journals.ekb.eg/article_271516_afae23caa4ee259ae81ed4b20a7dbeb3.pdf |