'Their interesting pictures made me buy it': exploring factors that influence Gen Y's buying intention on Instagram / Tengku Elena Tengku Mahamad and Lucia Rivadeneira

• Asıl Yazarlar: Tengku Mahamad, Tengku Elena (Yazar), Rivadeneira, Lucia (Yazar)
• Materyal Türü: Kitap
• Baskı/Yayın Bilgisi: Faculty of Communication and Media Studies, Universiti Teknologi MARA, 2021.
• Konular: Article; PeerReviewed
• Online Erişim: Link Metadata

For more than a decade, social media platforms have been used as a tool for small and medium enterprises (SMEs) to market their products and services. However, many SMEs still believe in traditional marketing. With the recent age of the coronavirus (COVID-19) pandemic that have disrupted the global...