Impact of mobile social media advertising and role of culture on brand equity among Gen-Y consumers in the United Arab Emirates
Consumers of the Generation-Y cohort, also referred to as Millennials, born between 1981-1999, include approximately 45% of the population in United Arab Emirates, who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore brand advertisemen...
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| Format: | Thesis |
| Language: | English |
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2017
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| Online Access: | http://psasir.upm.edu.my/id/eprint/70857/1/FEP%202017%2022%20-%20IR.pdf |