This study provides a new perspective on the effect of social media marketing activities
(SMMA) on purchase intention in Korean cosmetic firms. The increasing use of social media …

This study aims to investigate the impact of social media marketing activities (SMMAs) on
purchase intention of skincare products among Indonesian young adults. The secondary …

This research aims to study the effects of social media marketing strategies on the
repurchase intention among buyers of halal cosmetics manufactured in Malaysia. The study …

Purpose Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer
brand engagement (CBE), and empirical findings, we examine the impact of social media …

This study evaluates the influence of social media celebrity endorsements on consumers'
impulsive buying behavior in social commerce by extending the signaling theory and …

This study examines the effect of celebrity attributes on customer–brand relationships from a
dark side in live streaming commerce by extending a Stimulus-Organism-Response theory …

Maintaining and increasing brand loyalty is paramount due to a decrease in product
differentiation and an increase in product market uncertainty. Therefore, brand loyalty is a …

The development of the business environment and the large number of challenges and
competition have strengthened business organizations adopting various means and tools …

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh social media marketing
activities terhadap brand awareness, brand image, purchase intention yang dimediasi oleh …

This study aimed at resolving the effect of social media marketing on buying intention from
online fashion stores in Jordan. The target population is young Jordanian Facebook users …