The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention
The aim of this study was the examination of an integrated model that extended the Theory of Planned Behavior (TPB) with an additional factor, trust, by investigating Malaysian Net Generations intention to shop online in Facebook. Based on a sample of 300 net generations, the study found that all th...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2011
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/577/1/MBA%20-%2036.pdf http://eprints.intimal.edu.my/577/ |
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