The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia

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The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia

This study examined the influences of social media marketing (online communities, interaction, entertainment and perceived trust) and Generation Y online purchase behaviour of low involvement products in sub-urban areas. Additionally, the study also investigated the moderating effect of consumer...

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Bibliographic Details
Main Author:	Husin, Wann Huzida Roza
Format:	Thesis
Language:	English English English
Published:	2019
Subjects:	HF5410-5417.5 Marketing. Distribution of products
Online Access:	http://eprints.uthm.edu.my/680/ http://eprints.uthm.edu.my/680/2/24p%20WANN%20HUZIDA%20ROZA%20HUSIN.pdf http://eprints.uthm.edu.my/680/1/WANN%20HUZIDA%20ROZA%20HUSIN%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/680/3/WANN%20HUZIDA%20ROZA%20HUSIN%20WATERMARK.pdf

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