A multi-analytic approach to predict social media marketing influence on consumer purchase intention
Anshuman Sharma, Akinola Fadahunsi, Haidar Abbas and Vivek Kumar Pathak
| Year of publication: |
2022
|
|---|---|
| Authors: | Sharma, Anshuman ; Fadahunsi, Akinola ; Abbas, Haidar ; Pathak, Vivek Kumar |
| Subject: | Artificial neural network (ANN) | Consumer-based brand equity (CBBE) | Inspiration | Purchase intention | Reflective-formative higher order construct (R-F-HOC) | Social media marketing (SMM) | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Neuronale Netze | Neural networks | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JIBR-08-2021-0313 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013288091