Advertising value of social media advertisement on sustainable brand purchase intention: the moderating role of user-generated video among gen Z in Malaysia.
The global population post-pandemic has stimulated the sustainability movement worldwide, where consumers have transitioned from offline to online businesses. Increased sustainable users lead to companies actively promoting their products using social media advertisements. Despite the progress in th...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Academy of Taiwan Information Systems Research
2023
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| Subjects: | |
| Online Access: | http://eprints.utm.my/105612/1/ZuraidahSulaiman2023_AdvertisingValueofSocialMediaAdvertisementonSustainableBrandPurchase.pdf http://eprints.utm.my/105612/ http://dx.doi.org/10.7903/ijecs.2260 |
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