The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y
VerifiedAdded on 2022/11/26
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AI Summary
This study examines the impact of social media marketing medium on purchase intention and brand loyalty among Generation Y. The findings suggest that online marketing communications, specifically electronic word of mouth, online communities, and online advertisement, are effective in promoting brand loyalty and product purchase intention through company website and social media platforms.
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