Mediating impact of fan-page engagement on social media connectedness and followers purchase intention
Purpose: The purpose of this paper is to identify the mediating effect of fan-page followers’ engagement activities and moderating role of followers’ demographic profile and trust level on their purchase intention. Design/methodology/approach: This study utilised the customer engagement behaviour an...
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| Main Authors: | , , , , |
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| Format: | Article |
| Published: |
Emerald
2018
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/20957/ https://doi.org/10.1108/OIR-05-2017-0150 |
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| Institution: | Universiti Malaya |