Social Media vs Traditional Media on Consumer Buying Behavior: The Mediating Role of Consumer Brand Perception
Consumer brand perception is important for a brand and sustainable growth. Both social media and traditional media affect consumers’ buying behavior and brand perception. Unlike past studies, we have examined the effect of traditional and social media on consumers’ attitudes, behavior, and brand per...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Karachi Institute of Economics and Technology
2021-12-01
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| Series: | Market Forces |
| Subjects: | |
| Online Access: | https://kiet.edu.pk/marketforces/index.php/marketforces/article/view/508 |