Social media advertising and online buying intentions: a multidimensional investigation with shopping enjoyment as mediator

• Main Authors: Baskaran, Shathees, Raman, Dhinesh K., Mahadi, Nomahaza, Indiran, Logaiswari
• Format: Article
• Published: Penerbit UniMAP 2021
• Subjects: HB Economic Theory; HD Industries. Land use. Labor; HF Commerce
• Online Access: http://eprints.utm.my/id/eprint/97402/; https://ijbt.unimap.edu.my/index.php/volume-11-no-2-june-2021
• Institution: Universiti Teknologi Malaysia

In the current era, traditional marketing streams are just a small segment of the varied approaches used to market products. The increasing focus on social media shaped state-of- the-art advertising and shifted the way companies interact with their target groups. Companies, therefore, need to create...