Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry

Matak Aji, Prasetyo; Nadhila, Vanessa; Sanny, Lim

doi:10.5267/j.ijdns.2020.3.002

Public

Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry

Published in International Journal of Data and Network Science • Jan 1, 2020

Authors:

Prasetyo Matak Aji

Vanessa Nadhila

Lim Sanny

Abstract

This study attempts to investigate whether Social Media Marketing Activity (SMMA) carried out by companies / brands have a positive impact on their brand equity, e-WOM distribution on social media and customers' purchase intention. The objective of this paper is to investigate the impact of SMMA tow...

Subject

Advertising

Social media

Business

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