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Social Media Marketing by Haseeb Irfan is a document available to read on EtoBox.

What is Social Media Marketing about?

This study investigates the impact of Social Media Marketing (SMM) dimensions—Customization, Entertainment, Interaction, Trendiness, and Word of Mouth—on Purchase Intention (PI) among smartphone users in Quetta City, with Brand Trust and Brand Image as mediators. The research, based on a sample of 289 participants, finds that SMM significantly influences both PI and the mediating variables. The findings suggest that effective SMM strategies can enhance consumer purchasing intentions, providing valuable insi

Author

Haseeb Irfan

Language

EN