APS
2024 APS Annual Convention · 2024
The Mediating Effect of Purchase Intention between Social Media Marketing and Brand Loyalty
- Hasnain Raza
University of Management & Technology - Aiman Raza
COMSATS University Islamabad - Abeer Imam
Lahore College for Women University
Abstract
This study examined the mediating effect of purchase intention between social media marketing and brand loyalty. A total of 250 university students participated in the survey. The results show that social media marketing impacts brand loyalty, and purchase intention partially mediates the relationship between social media marketing and brand loyalty.
Digital Media
