Social media interactive advertising and purchase intention of the UAE customers: an empirical analysis

• Main Authors: Mohammed Fathi Yousaf, Koo, Ah Choo, Mohd Hafizuddin Mohd Yusof
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2023
• Online Access: http://journalarticle.ukm.my/22888/1/SML%206.pdf; http://journalarticle.ukm.my/22888/; https://www.ukm.my/jsm/english_journals/vol52num8_2023/contentsVol52num8_2023.html
• Institution: Universiti Kebangsaan Malaysia

The advent of social media technologies, specifically the phenomenal growth of online and interactive advertising, has assisted various organizations in responding to and communicating with respective consumers at sustainable expenditures through various online channels, including social media, with...