A Study on That Attitude of Generation Y towards Social Media Advertising and the Effect on Purchasing Behaviour

• Main Author: Ohajionu, Uchechi Cynthia
• Format: Thesis
• Language: English
• Published: 2015
• Subjects: HF Commerce
• Online Access: http://eprints.intimal.edu.my/496/1/PHD%202015%20-%203.pdf; http://eprints.intimal.edu.my/496/

The relevance of social media advertising in this era of cut-throat competition and tight budgeting cannot be overstressed. More than ever, marketing managers are required or expected to justify their advertising budget – in terms of how it will impact sales and revenue. This implies that the era of...