‘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

‘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...

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Bibliographic Details
Main Authors: Evi C Waworuntu, Deske W Mandagi, Anthony S Pangemanan
Format: Article
Language:English
Published: Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung 2022-12-01
Series:Society
Subjects:
Brand Image
Generation Z
Local Products
Purchase Intention
Social Media Marketing
Online Access:https://society.fisip.ubb.ac.id/index.php/society/article/view/463

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