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What is Brand Awareness in Social Media Tourism about?

This study investigates the mediating role of perceived value in the relationship between brand awareness and tourism product purchase intention among social media users, with a focus on the moderating effect of age. Data was collected from 397 responses on Instagram, revealing that brand awareness significantly influences purchase intention and that perceived value partially mediates this relationship. The findings contribute to the literature by providing insights into the dynamics of brand awareness, per

Author

Kumsal Tastepe

Language

EN