Factors affecting gen Y’s purchase intention of online shares: the fusion of online financial communication and social impact branding as an integrated marketing communication strategy
The objective of this study is to determine the effect of disseminating financial information via user generated content and firm generated content on millennials’ purchase intention of Shariah-compliant shares. A convenience sampling procedure using online questionnaires from millennials in Malaysi...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Scholars Network
2020
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| Online Access: | http://psasir.upm.edu.my/id/eprint/88954/1/ABSTRACT.pdf http://psasir.upm.edu.my/id/eprint/88954/ https://myjms.mohe.gov.my/index.php/ijaref/article/view/10199 |
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| Institution: | Universiti Putra Malaysia |
| Language: | English |