Habit as a moderator of the association of utilitarian motivation and hedonic motivation with purchase intention: Implications for social networking websites
The role of social media as a marketing platform has become increasingly important as the number of retailers targeting young adults through social networking sites (snss) has grown, making these platforms central to their marketing strategies. A cross-sectional survey was conducted utilizing a self...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2019-01-01
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| Series: | Cogent Social Sciences |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311886.2019.1674068 |