Factors affecting gen Y’s purchase intention of online shares: the fusion of online financial communication and social impact branding as an integrated marketing communication strategy

Factors affecting gen Y’s purchase intention of online shares: the fusion of online financial communication and social impact branding as an integrated marketing communication strategy

The objective of this study is to determine the effect of disseminating financial information via user generated content and firm generated content on millennials’ purchase intention of Shariah-compliant shares. A convenience sampling procedure using online questionnaires from millennials in Malaysi...

Full description

Bibliographic Details
Main Author: De Costa, Mohd Feroz Shah
Format: Article
Language:English
Published: Asian Scholars Network 2020
Online Access:http://psasir.upm.edu.my/id/eprint/88954/
http://psasir.upm.edu.my/id/eprint/88954/1/ABSTRACT.pdf

Similar Items

Similar Items