| Autor: |
HASANI, Sara, BAHAGHIGHAT, Mahdi, MIRFATAHIA, Mehdi |
| Předmět: |
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| Zdroj: |
Acta Technica Napocensis. Electronica-Telecomunicatii; 2019, Vol. 60 Issue 2, p1-6, 6p |
| Abstrakt: |
In this paper, we investigate the relationship between social network marketing and consumer behaviors. It is a descriptive study with primary focus on practical aspects. To do the task, we conduct a survey based on our proposed questionnaire. The Structural Equation Modelling (SEM) and Smart PLS software are used to evaluate the obtained dataset including more than 384 samples. The results indicate that the brand value has more impact on consumer response as compared to social networks marketing. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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