‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product
Although the interplay of social media marketing (SMM) on brand image and purchase intention has been studied extensively, insights into the link between these variables in the context of the local product remain scarce, specifically from generation Z’s customer point of view. Therefore, this study...
Main Authors: | Evi C Waworuntu, Deske W Mandagi, Anthony S Pangemanan |
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Format: | Article |
Language: | English |
Published: |
Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung
2022-12-01
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Series: | Society |
Subjects: | |
Online Access: | https://society.fisip.ubb.ac.id/index.php/society/article/view/463 |
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