SM analytics: Impact of SM engagement metrics on online purchase intention

• Main Authors: Rahman, Zoha, Suberamanian, Kumaran, Zanuddin, Hasmah, Md Nasir, Mohd Hairul Nizam
• Format: Conference or Workshop Item
• Language: English
• Published: 2016
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.um.edu.my/16828/1/0001.pdf; http://eprints.um.edu.my/16828/

Online sale is now the most targeted and striking selling strategy for most of the business enterprises. SM (Social media) now is the most attractive segment to attract consumers and to contact them directly. Many researches have been conducted on identifying the importance of SM on purchase intenti...