The impact of social media advertising on audience trust and purchase intentions

• Main Author: Quek, Xiao Tong
• Format: Final Year Project / Dissertation / Thesis
• Published: 2024
• Subjects: H Social Sciences (General); HV Social pathology. Social and public welfare; QA76 Computer software
• Online Access: http://eprints.utar.edu.my/7056/1/20UJB04857_QUEK_XIAO_TONG__FYP_Library.pdf; http://eprints.utar.edu.my/7056/

This study examines the impact of social media advertising on audience trust and purchase intention among university students. While marketing methods have been developing rapidly in the digital era, brands seek to engage consumers through social media. The present research addresses the dual nature...