Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator

The main aim of this paper was to investigate the effect of four features of social media marketing on the purchase decision of consumers in the fast-food industry. It also aimed to determine if brand trust mediates the relationship between them. Necessary data was gathered from the visitors of diff...

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Bibliographic Details
Main Author: Jalal Rajeh Hanaysha
Format: Article
Language:English
Published: Elsevier 2022-11-01
Series:International Journal of Information Management Data Insights
Subjects:
Online Access:http://www.sciencedirect.com/science/article/pii/S2667096822000453