Exploring the drivers of social media marketing in Malaysian islamic banks: An analysis via Smart PLS approach

• Main Authors: Mohd Thas Thaker, Hassanudin *, Ahmad, K., Abdollah, A. M., Hafezali, I. H., Mohd Thas Thaker, M. A., Anwar, A. P.
• Format: Article
• Published: Emerald 2020
• Subjects: HF Commerce
• Online Access: http://eprints.sunway.edu.my/1447/; https://doi.org/10.1108/JIMA-05-2019-0095; https://doi.org/10.1108/JIMA-05-2019-0095
• Institution: Sunway University

Purpose: This paper aims to attempt to investigate and test the factors related to social media advertisement that could forecast the intention to subscribe to Islamic banking products in Malaysia. Design/methodology/approach: The research framework used in this study is guided by the Unified Theory...