Effects of social media marketing on consumer purchase intention in the retail sector of Australia
Article
Article Title | Effects of social media marketing on consumer purchase intention in the retail sector of Australia |
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Article Category | Article |
Authors | Hussain, Syed Ibrar and Chimhundu, Ranga |
Journal Title | Journal of Business and Management Studies |
Journal Citation | 5 (1), pp. 69-88 |
Number of Pages | 20 |
Year | 2023 |
Publisher | Al-Kindi Center for Research and Development |
Place of Publication | United Kingdom |
ISSN | 2709-0876 |
Digital Object Identifier (DOI) | https://doi.org/10.32996/jbms.2023.5.1.8 |
Web Address (URL) | https://www.al-kindipublisher.com/index.php/jbms |
Abstract | This research aims to determine how social media marketing affects consumer purchase intent in Australia's retail industry. The study's main goal is to see if social media marketing impacts customer purchase intent and brand equity as a moderator between dependent and independent variables. The data comes from Austria's retail sector and is based on five cities: Sydney, Perth, Melbourne, Brisbane, and Adelaide. By utilizing social media channels in the implementation of the survey strategy, a survey |
Keywords | social media marketing, customer purchase intent, retail industry, deductive research, brand equity |
ANZSRC Field of Research 2020 | 350601. Consumer behaviour |
350604. Marketing communications | |
350605. Marketing management (incl. strategy and customer relations) | |
350607. Marketing technology | |
Byline Affiliations | School of Business |
https://research.usq.edu.au/item/z00xw/effects-of-social-media-marketing-on-consumer-purchase-intention-in-the-retail-sector-of-australia
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License: CC BY 4.0 | ||
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