The mediating effect of brand awareness on the influence of social media advertising on consumer purchase decision in the milk tea industry

• Main Authors: Matias, Kent Louie C., Mendoza, Jenelle Mikaila W., Pacis, Leanne Mary M., Sales, Mianna Selina A.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Brand name products; Internet advertising; Consumer behavior; Advertising and Promotion Management; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/58; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1112/viewcontent/The_Mediating_Effect_of_Brand_Awareness_on_the_Influence_of_Socia3.pdf
• Institution: De La Salle University

Milk Tea has been a well-loved product throughout the past decade. Since it has been popularized and made known to the international market, this has opened up many opportunities for milk tea businesses to open and has allowed existing brands to add more products to their menu. Given their nature as...