Exploring the Relationship between Social Media Marketing and Online Purchase Intention Among Gen Z in Sarawak

• Main Authors: Connelia, Bato, Asmaul Husna, Haris Fadzilah
• Format: Proceeding
• Language: English
• Published: 2023
• Subjects: H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/42814/1/DIGITAL.pdf; http://ir.unimas.my/id/eprint/42814/

Social media marketing has changed buyers' purchasing intentions, overtaking conventional marketing approaches. The marketing approach relies upon social media and e-commerce to get shoppers to constantly explore products and services and read reviews before buying. The objective of this study...