Exploring the drivers of social media marketing in Malaysian islamic banks: An analysis via Smart PLS approach

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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...

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Bibliographic Details
Main Authors:	Mohd Thas Thaker, Hassanudin *, Ahmad, K., Abdollah, A. M., Hafezali, I. H., Mohd Thas Thaker, M. A., Anwar, A. P.
Format:	Article
Published:	Emerald 2020
Subjects:	HF Commerce
Online Access:	http://eprints.sunway.edu.my/1447/

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