Mediating Effect of Individual Factors, Social Factors, and Situational Factors in the Relationship Between the Impact of Social Media and Consumer Buying Behavior
Abstract:Social media platforms have greatly altered how businesses communicate with customers and sell their goods in the present digital era. Consumers are increasingly turning to social media platforms to collect product/service information, search for user recommendations, and make purchasing decisions. As such, this paradigm shift presents opportunities and challenges for businesses. Effectively navigating this dynamic environment is vital for comprehending how social media influences consumer attitudes and behavi… Show more
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