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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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Emerald Group Publishing Ltd.
2020
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/82869/1/82869_Exploring%20the%20drivers%20of%20social%20media%20marketing_ft.pdf http://irep.iium.edu.my/82869/2/82869_Exploring%20the%20drivers%20of%20social%20media%20marketing_scopus.pdf http://irep.iium.edu.my/82869/ https://www.emerald.com/insight/content/doi/10.1108/JIMA-05-2019-0095/full/html |
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