The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies
Jusuf Zeqiri,
Paul Sergius Koku,
Costinel Dobre
et al.
Abstract:PurposePurpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies.Design/methodology/approachData were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square structural equation model… Show more
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