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The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan

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  • Ethan, Amelia

Abstract

The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan

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  • Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:4dv2s
    DOI: 10.31219/osf.io/4dv2s
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    1. Eun Ju Seo & Jin-Woo Park & Yu Jin Choi, 2020. "The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media," Sustainability, MDPI, vol. 12(4), pages 1-18, February.
    2. Yogesh K. Dwivedi & Gerald Kelly & Marijn Janssen & Nripendra P. Rana & Emma L. Slade & Marc Clement, 2018. "Social Media: The Good, the Bad, and the Ugly," Information Systems Frontiers, Springer, vol. 20(3), pages 419-423, June.
    3. Andrew N. Mason & John Narcum & Kevin Mason, 2021. "Social media marketing gains importance after Covid-19," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1870797-187, January.
    4. António C. Moreira & Nuno Fortes & Ramiro Santiago, 2017. "Influence of sensory stimuli on brand experience, brand equity and purchase intention," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(1), pages 68-83, January.
    5. Ardy Wibowo & Shih-Chih Chen & Uraiporn Wiangin & Yin Ma & Athapol Ruangkanjanases, 2020. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    6. Vithayathil, Joseph & Dadgar, Majid & Osiri, J. Kalu, 2020. "Social media use and consumer shopping preferences," International Journal of Information Management, Elsevier, vol. 54(C).
    7. Chang, Yu-Ting & Yu, Hueiju & Lu, Hsi-Peng, 2015. "Persuasive messages, popularity cohesion, and message diffusion in social media marketing," Journal of Business Research, Elsevier, vol. 68(4), pages 777-782.
    8. Zobi Khan & Yongzhong Yang & Mohsin Shafi & Ruo Yang, 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    9. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    10. Patria Laksamana, 2018. "Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry," International Review of Management and Marketing, Econjournals, vol. 8(1), pages 13-18.
    11. Enrique Bigne & Luisa Andreu & Blanca Hernandez & Carla Ruiz, 2018. "The impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry," Current Issues in Tourism, Taylor & Francis Journals, vol. 21(9), pages 1014-1032, June.
    12. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    13. Kathleen S. Hartzel & Christopher J. Mahanes & Gregory J. Maurer & Jennette Sheldon & Christopher Trunick & Shanon J. Wilson, 2011. "Corporate Posts and Tweets: Brand Control in Web 2.0," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 10(01), pages 51-58.
    14. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    15. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    16. Wang, Xia & Yu, Chunling & Wei, Yujie, 2012. "Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 198-208.
    17. Methaq Ahmed Sallam, 2016. "The Impact of Brand Image and Corporate Branding on Consumer¡¯s Choice: The Role of Brand Equity," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 98-106, February.
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