BRAND IMAGE MEDIATES THE INFLUENCE OF SOCIAL MEDIA MARKETING ON REPURCHASE INTENTIONS
The purpose of this study is to examine how Scarlett's social media marketing campaigns affect the repurchase intention of Generation Z customers by way of brand image. The theoretical underpinning of this research is Consumer Behavior Theory. A total of 140 individuals were involved in the res...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
iVolga Press
2024-01-01
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| Series: | Eurasia: Economics & Business |
| Subjects: | |
| Online Access: | http://econeurasia.com/issue-2024-01/article_02.pdf |