The impact of negative social media communication, boycott campaign and brand trust on Generation Y intention to purchase fast food products
Fast food is one of the largest industries in the world as it contributes towards the nation’s income and also creates jobs for the citizens.Social media such as Facebook and Twitter are fast becoming the source of information especially among generation Y in Malaysia.Positive postings and reviews o...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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INSInet Publications
2014
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/12134/1/39-46.pdf |