Year: 2024
Type: article
Abstract: This study explores the main impacts of SMM on students’ purchase decision. Purchase decision making is made up by 5 stages mentioned by Kotler and Keller (2016). For primary research method, the survey is going to be used to provide quantitative data for this study. Secondary research is also used to get broader knowledge in this field as we are going to look through several studies conducted in Malasia, Indonesia and India. The findings underline the importance of the objectives such as targeted ads, customer engagement used in SMM to impact on students’ purchase decision. It contributes for marketing field to understand the effectiveness of SMM for targeting students.
Author: Farrukh Pardayev
Institution: Bani-Waleed University
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Quality education
Open Access status: diamond
OpenAlex ID: W6893119075
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