The Dynamic Role of Customer Experience in Shaping the Social Media Marketing-Purchase Intention Relationship: An S-O-R Perspective
Kishlay Kumar & Puja Mishra · Asian Journal of Economics, Business and Accounting · 2024
Purpose: This study aims to explore the impact of social media marketing activities on purchase intention on millennials, with a particular focus on how customer experience mediates this relationship. The research applies the S-O-R (Stimulus-Organism-Response) model, the research...
Open access
Research Article
10.9734/ajeba/2024/v24i121606