Brand Trust Capacity in Mediating Social Media Marketing Activities and Purchase Intention: A Case of A Local Brand That Go-Global During Pandemic
Indonesia has an active number of social media users, as many as 191 million people in January 2022 which rise significantly during the pandemic. This study aims to understand how social media marketing activities affect consumer purchase intention that is mediated by brand trust in a go-global, loc...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Bogor Agricultural University
2023-01-01
|
| Series: | Indonesian Journal of Business and Entrepreneurship |
| Online Access: | https://journal.ipb.ac.id/index.php/ijbe/article/view/41789 |