How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement / Jezreel Meggiddo Diam

• Main Author: Diam, Jezreel Meggiddo
• Other Authors: Jack, Suriani
• Format: Book Section
• Language: English
• Published: Perpustakaan Tun Abdul Razak, Universiti Teknologi MARA Sarawak 2022
• Subjects: H Social Sciences (General); Study and teaching. Research; Business; T Technology (General)
• Online Access: https://ir.uitm.edu.my/id/eprint/65162/1/65162.pdf; https://ir.uitm.edu.my/id/eprint/65162/
• Institution: Universiti Teknologi Mara

This study contributed to understanding the mediating mechanism of customer engagement on Social Media Advertising (SMA) by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing rese...