The Antecedents of Online Purchase Intention During Covid-19: A Serial Mediation Approach
S Dheepalakshmi, R Geetha - Qubahan Academic Journal, 2024 - journal.qubahan.com
The objective of this study is to investigate how consumers' online shopping experience
influence online purchase intention through a serial mediation model using stimulus …
influence online purchase intention through a serial mediation model using stimulus …
Beyond Likes and Shares: Unveiling the Sequential Mediation of Brand Equity, Loyalty, Image, and Awareness in Social Media Marketing's Influence on Repurchase …
KL Kumar, SA Devi - Qubahan Academic Journal, 2024 - journal.qubahan.com
This study aims to investigate the impact of social media marketing activities (SMMA) on
repurchase intention (RPI) with the mediating effect of brand equity (BE), Brand loyalty (BL) …
repurchase intention (RPI) with the mediating effect of brand equity (BE), Brand loyalty (BL) …