Exploring the drivers of social media marketing in Malaysian islamic banks: An analysis via Smart PLS approach
Purpose: This paper aims to attempt to investigate and test the factors related to social media advertisement that could forecast the intention to subscribe to Islamic banking products in Malaysia. Design/methodology/approach: The research framework used in this study is guided by the Unified Theory...
| Main Authors: | , , , , , |
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| Format: | Article |
| Published: |
Emerald
2020
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/1447/ |