NAVIGATING CUSTOMER RELATIONSHIPS UNRAVELING SOCIAL MEDIA MARKETINGS IMPACT ON BUYING INTENTION IN PAKISTANS TOURISM SECTOR WITH BRAND EQUITY AS A MODERATOR

http://dx.doi.org/10.31703/gdpmr.2023(VI-II).21      10.31703/gdpmr.2023(VI-II).21      Published : Jun 2
Authored by : Muhammad Gulraiz Tariq , Muhammad Ziaullah , Muhammad Aqtab Ahmad

21 Pages : 299-311

References

  • Abed, S. S., Dwivedi, Y. K., & Williams, M. D. (2015). SMEs’ adoption of e-commerce using social media in a Saudi Arabian context: a systematic literature review. International Journal of Business Information Systems, 19(2), 159. https://doi.org/10.1504/ijbis.2015.069429
  • Ahmed, Z., & Butt, M. (2018). Customer relationship mediates the relationship between social media marketing and buying intention in the tourism industry. Journal of Marketing and Consumer Behavior, 5(1), 1-10
  • Akar, E., & Cetin, M. (2019). The impact of social media marketing on purchase intention in the tourism industry. Tourism Management, 70, 12-21.
  • Al-Azzawi, S., & Qasem, A. (2020). The impact of social media marketing on purchase intention of tourists: Evidence from Jordan. Journal of Hospitality and Tourism Management, 43, 1-10.
  • Al-Dmour, R., & Almsafir, M. (2018). The impact of social media marketing on customer relationships in the tourism industry. Journal of Travel & Tourism Marketing, 35(1), 1-18.
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modelling in practice: A review and preferences. Journal of Consumer Research, 27(2), 233–248
  • Arora, L., Singh, P., Bhatt, V., & Sharma, B. (2021). Understanding and managing customer engagement through social customer relationship management. Journal of Decision Systems, 30(2-3), 1–21. https://doi.org/10.1080/12460125.2021.1881272
  • Azzari, V., & Pelissari, A. (2020). Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions. Brazilian Business Review, 17(6), 669–685. https://doi.org/10.15728/bbr.2020.17.6.4
  • Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/bf02723327
  • Bai, H., & Yang, F. (2020). Brand equity and purchase intention in the tourism industry: The mediating role of customer satisfaction. Tourism Management, 75, 1- 12.
  • Chaudhry, S., Ullah, I., & Mahmood, W. (2021). Brand equity moderates the relationship between social media marketing and buying intention in the tourism industry. Tourism Management, 87, 1-13.
  • Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. http://www.jstor.org/stable/3203382
  • Chen, L., & Wang, R. (2016). Trust Development and Transfer from Electronic Commerce to Social Commerce: An Empirical Investigation. American Journal of Industrial and Business Management, 06(05), 568–576. https://doi.org/10.4236/ajibm.2016.65053
  • Chen, Y., & Chen, L. (2017). The impact of social media marketing on purchase intention: The mediating role of brand image. International Journal of Hospitality Management, 60, 20-30.
  • Chen, Y.-S., Lai, S.-B., & Wen, C.-T. (2006). The Influence of Green Innovation Performance on Corporate Advantage in Taiwan. Journal of Business Ethics, 67(4), 331–339. https://doi.org/10.1007/s10551-006-9025-5
  • DedeoÄŸlu, B. B., Taheri, B., Okumus, F., & Gannon, M. (2020). Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tourism Management, 76, 103954. https://doi.org/10.1016/j.tourman.2019.103954
  • Dwivedi, S., & Singh, R. (2018). The impact of social media marketing on customer relationships in the tourism industry. Journal of Marketing and Consumer Behavior, 5(2), 1-10.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
  • Fouladivanda, F., Pashandi, M., Hooman, A., & Khanmohammadi, Z. (2013). The effect of Brand Equity on Consumer Buying Behavior in terms of FMCG in Iran. Interdisciplinary Journal of Contemporary Research in Business, 4(9), 945-957
  • George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. Allyn & Bacon.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Prentice-Hall.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
  • Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
  • Hajli, N., Sims, J., Zadeh, A. H., & Richard, M.-O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133–141. https://doi.org/10.1016/j.jbusres.2016.10.004
  • Irfan, A., Rasli, A., Sami, A., & Liaquat, H. (2017). Role of Social Media in Promoting Education Tourism. Advanced Science Letters, 23(9), 8728–8731. https://doi.org/10.1166/asl.2017.9959
  • Irfan, A., Rasli, A., Sulaiman, Z., Sami, A., & Qureshi, M. I. (2019). The Influence of Social Media on Public Value: A Systematic Review of Past Decade. Journal of Public Value and Administration Insights, 2(1), 1–6. 1 https://doi.org/10.31580/jpvai.v2i1.48
  • Jiang, X., & Zhang, J. (2019). Customer relationship mediates the relationship between social media marketing and buying intention in the tourism industry. Journal of Marketing and Consumer Behavior, 6(2), 1-10.
  • Jiang, X., & Zhang, J. (2020). Brand equity moderates the relationship between social media marketing and buying intention in the tourism industry. Tourism Management, 74, 1-12.
  • Jiang, Z., & Zhang, J. (2020). The impact of brand equity on purchase intention in the tourism industry: The mediating role of trust. Tourism Management, 73, 1-10.
  • Kim, W. G., Kim, H. B., & An, J. A. (2016). The effect of brand equity on consumer buying behavior in the lodging industry. Journal of Hospitality & Tourism Research, 40(1), 3-32.
  • Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford Publications.
  • Koles, B., Wells, V., & Tadajewski, M. (2017). Compensatory consumption and consumer compromises: a state-of-the-art review. Journal of Marketing Management, 34(1-2), 96–133. https://doi.org/10.1080/0267257x.2017.1373693
  • Kujur, F., & Singh, S. (2017). Engaging customers through online participation in social networking sites. Asia Pacific Management Review, 22(1), 16–24. Sciencedirect. https://doi.org/10.1016/j.apmrv.2016.10.006
  • KyguolienÄ—, A., & ZikienÄ—, K. (2021). Impact of Brand Equity on Purchase Intentions Buying Food Products in Lithuania. Management Theory and Studies for Rural Business and Infrastructure Development, 43(3), 373–382. https://doi.org/10.15544/mts.2021.34
  • Laroche, M., Habibi, M. R., & Richard, M.-O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76–82 . https://doi.org/10.1016/j.ijinfomgt.2012.07.003
  • Li, X., & Zhang, J. (2019). The impact of brand equity on purchase intention in the tourism industry: The mediating role of perceived value. Tourism Management, 72, 1-10.
  • Lockie, S., Lyons, K., Lawrence, G., & Grice, J. (2004). Choosing organics: a path analysis of factors underlying the selection of organic food among Australian consumers. Appetite, 43(2), 135–146. https://doi.org/10.1016/j.appet.2004.02.004
  • Mangold, W. G., & Faulds, D. J. (2009). Social media: the New Hybrid Element of the Promotion Mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
  • Nosi, C., Pucci, T., Melanthiou, Y., & Zanni, L. (2021). The influence of online and offline brand trust on consumer buying intention. EuroMed Journal of Business. https://doi.org/10.1108/emjb-01-2021-0002
  • Ou, Y.-C., de Vries, L., Wiesel, T., & Verhoef, P. C. (2013). The Role of Consumer Confidence in Creating Customer Loyalty. Journal of Service Research, 17(3), 339–354. https://doi.org/10.1177/1094670513513925
  • Paraskevas, A., & Altinay, L. (2018). Information technology as a strategic tool for economic, social and environmental benefits in the tourism industry. Journal of Destination Marketing & Management, 8, 1- 4.
  • Priya, B., & Raja, R. (2019). Impact of social media marketing on customer relationship in the tourism industry. Journal of Marketing and Consumer Behavior, 6(3), 1-10.
  • Rauschnabel, P. A., Brem, A., & Ivens, B. S. (2019). Who will win the smartphone war? Insights from brand personality and consumer innovativeness for Apple and Samsung smartphones. Journal of Retailing and Consumer Services, 49, 1-10.
  • Raykov, T. (2004). Behavioral scale reliability and measurement invariance evaluation using latent variable modeling. Behavior Therapy, 35(2), 299–331. https://doi.org/10.1016/s0005-7894(04)80041-8
  • Rizwan, S., Al-Malkawi, H.-A., Gadar, K., Sentosa, I., & Abdullah, N. (2021). Impact of brand equity on purchase intentions: empirical evidence from the health takāful industry of the United Arab Emirates. ISRA International Journal of Islamic Finance, ahead-of-print(ahead-of- print). https://doi.org/10.1108/ijif-07-2019-0105
  • Seo, E.-J. and Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41. https://doi.org/10.1016/j.jairtraman.2017.09.014
  • Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46(1), 58–69 . https://doi.org/10.1016/j.jretconser.2017.11.001
  • Sigala, M., & Chalkiti, K. (2018). Tourism and social media: The transformative potential of social media information technology in tourism. Journal of Destination Marketing & Management, 8, 27-28.
  • Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics (6th ed.). Pearson.
  • Tran, V. - D., & Nguyen, N. T. T. (2022). Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam. Cogent Business & Management, 9(1) . https://doi.org/10.1080/23311975.2022.2084968
  • Verhoef, P. C., Langerak, F., & Donkers, B. (2007). Understanding brand and dealer retention in the new car market: The moderating role of brand tier. Journal of Retailing, 83(1), 97–113. https://doi.org/10.1016/j.jretai.2006.10.007
  • Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer Engagement as a New Perspective in Customer Management. Journal of Service Research, 13(3), 247–252. https://doi.org/10.1177/1094670510375461
  • Wang, J., & Zhang, J. (2019). Customer relationship mediates the relationship between social media marketing and buying intention in the tourism industry. Journal of Marketing and Consumer Behavior, 6(3), 1-10.
  • Wang, J., & Zhang, J. (2020). Brand equity moderates the relationship between social media marketing and buying intention in the tourism industry. Tourism Management, 75, 1-12.
  • Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8, 326–336. https://doi.org/10.1016/j.jdmm.2017.06.004
  • Abed, S. S., Dwivedi, Y. K., & Williams, M. D. (2015). SMEs’ adoption of e-commerce using social media in a Saudi Arabian context: a systematic literature review. International Journal of Business Information Systems, 19(2), 159. https://doi.org/10.1504/ijbis.2015.069429
  • Ahmed, Z., & Butt, M. (2018). Customer relationship mediates the relationship between social media marketing and buying intention in the tourism industry. Journal of Marketing and Consumer Behavior, 5(1), 1-10
  • Akar, E., & Cetin, M. (2019). The impact of social media marketing on purchase intention in the tourism industry. Tourism Management, 70, 12-21.
  • Al-Azzawi, S., & Qasem, A. (2020). The impact of social media marketing on purchase intention of tourists: Evidence from Jordan. Journal of Hospitality and Tourism Management, 43, 1-10.
  • Al-Dmour, R., & Almsafir, M. (2018). The impact of social media marketing on customer relationships in the tourism industry. Journal of Travel & Tourism Marketing, 35(1), 1-18.
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modelling in practice: A review and preferences. Journal of Consumer Research, 27(2), 233–248
  • Arora, L., Singh, P., Bhatt, V., & Sharma, B. (2021). Understanding and managing customer engagement through social customer relationship management. Journal of Decision Systems, 30(2-3), 1–21. https://doi.org/10.1080/12460125.2021.1881272
  • Azzari, V., & Pelissari, A. (2020). Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions. Brazilian Business Review, 17(6), 669–685. https://doi.org/10.15728/bbr.2020.17.6.4
  • Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/bf02723327
  • Bai, H., & Yang, F. (2020). Brand equity and purchase intention in the tourism industry: The mediating role of customer satisfaction. Tourism Management, 75, 1- 12.
  • Chaudhry, S., Ullah, I., & Mahmood, W. (2021). Brand equity moderates the relationship between social media marketing and buying intention in the tourism industry. Tourism Management, 87, 1-13.
  • Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. http://www.jstor.org/stable/3203382
  • Chen, L., & Wang, R. (2016). Trust Development and Transfer from Electronic Commerce to Social Commerce: An Empirical Investigation. American Journal of Industrial and Business Management, 06(05), 568–576. https://doi.org/10.4236/ajibm.2016.65053
  • Chen, Y., & Chen, L. (2017). The impact of social media marketing on purchase intention: The mediating role of brand image. International Journal of Hospitality Management, 60, 20-30.
  • Chen, Y.-S., Lai, S.-B., & Wen, C.-T. (2006). The Influence of Green Innovation Performance on Corporate Advantage in Taiwan. Journal of Business Ethics, 67(4), 331–339. https://doi.org/10.1007/s10551-006-9025-5
  • DedeoÄŸlu, B. B., Taheri, B., Okumus, F., & Gannon, M. (2020). Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tourism Management, 76, 103954. https://doi.org/10.1016/j.tourman.2019.103954
  • Dwivedi, S., & Singh, R. (2018). The impact of social media marketing on customer relationships in the tourism industry. Journal of Marketing and Consumer Behavior, 5(2), 1-10.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
  • Fouladivanda, F., Pashandi, M., Hooman, A., & Khanmohammadi, Z. (2013). The effect of Brand Equity on Consumer Buying Behavior in terms of FMCG in Iran. Interdisciplinary Journal of Contemporary Research in Business, 4(9), 945-957
  • George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. Allyn & Bacon.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Prentice-Hall.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
  • Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
  • Hajli, N., Sims, J., Zadeh, A. H., & Richard, M.-O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133–141. https://doi.org/10.1016/j.jbusres.2016.10.004
  • Irfan, A., Rasli, A., Sami, A., & Liaquat, H. (2017). Role of Social Media in Promoting Education Tourism. Advanced Science Letters, 23(9), 8728–8731. https://doi.org/10.1166/asl.2017.9959
  • Irfan, A., Rasli, A., Sulaiman, Z., Sami, A., & Qureshi, M. I. (2019). The Influence of Social Media on Public Value: A Systematic Review of Past Decade. Journal of Public Value and Administration Insights, 2(1), 1–6. 1 https://doi.org/10.31580/jpvai.v2i1.48
  • Jiang, X., & Zhang, J. (2019). Customer relationship mediates the relationship between social media marketing and buying intention in the tourism industry. Journal of Marketing and Consumer Behavior, 6(2), 1-10.
  • Jiang, X., & Zhang, J. (2020). Brand equity moderates the relationship between social media marketing and buying intention in the tourism industry. Tourism Management, 74, 1-12.
  • Jiang, Z., & Zhang, J. (2020). The impact of brand equity on purchase intention in the tourism industry: The mediating role of trust. Tourism Management, 73, 1-10.
  • Kim, W. G., Kim, H. B., & An, J. A. (2016). The effect of brand equity on consumer buying behavior in the lodging industry. Journal of Hospitality & Tourism Research, 40(1), 3-32.
  • Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford Publications.
  • Koles, B., Wells, V., & Tadajewski, M. (2017). Compensatory consumption and consumer compromises: a state-of-the-art review. Journal of Marketing Management, 34(1-2), 96–133. https://doi.org/10.1080/0267257x.2017.1373693
  • Kujur, F., & Singh, S. (2017). Engaging customers through online participation in social networking sites. Asia Pacific Management Review, 22(1), 16–24. Sciencedirect. https://doi.org/10.1016/j.apmrv.2016.10.006
  • KyguolienÄ—, A., & ZikienÄ—, K. (2021). Impact of Brand Equity on Purchase Intentions Buying Food Products in Lithuania. Management Theory and Studies for Rural Business and Infrastructure Development, 43(3), 373–382. https://doi.org/10.15544/mts.2021.34
  • Laroche, M., Habibi, M. R., & Richard, M.-O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76–82 . https://doi.org/10.1016/j.ijinfomgt.2012.07.003
  • Li, X., & Zhang, J. (2019). The impact of brand equity on purchase intention in the tourism industry: The mediating role of perceived value. Tourism Management, 72, 1-10.
  • Lockie, S., Lyons, K., Lawrence, G., & Grice, J. (2004). Choosing organics: a path analysis of factors underlying the selection of organic food among Australian consumers. Appetite, 43(2), 135–146. https://doi.org/10.1016/j.appet.2004.02.004
  • Mangold, W. G., & Faulds, D. J. (2009). Social media: the New Hybrid Element of the Promotion Mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
  • Nosi, C., Pucci, T., Melanthiou, Y., & Zanni, L. (2021). The influence of online and offline brand trust on consumer buying intention. EuroMed Journal of Business. https://doi.org/10.1108/emjb-01-2021-0002
  • Ou, Y.-C., de Vries, L., Wiesel, T., & Verhoef, P. C. (2013). The Role of Consumer Confidence in Creating Customer Loyalty. Journal of Service Research, 17(3), 339–354. https://doi.org/10.1177/1094670513513925
  • Paraskevas, A., & Altinay, L. (2018). Information technology as a strategic tool for economic, social and environmental benefits in the tourism industry. Journal of Destination Marketing & Management, 8, 1- 4.
  • Priya, B., & Raja, R. (2019). Impact of social media marketing on customer relationship in the tourism industry. Journal of Marketing and Consumer Behavior, 6(3), 1-10.
  • Rauschnabel, P. A., Brem, A., & Ivens, B. S. (2019). Who will win the smartphone war? Insights from brand personality and consumer innovativeness for Apple and Samsung smartphones. Journal of Retailing and Consumer Services, 49, 1-10.
  • Raykov, T. (2004). Behavioral scale reliability and measurement invariance evaluation using latent variable modeling. Behavior Therapy, 35(2), 299–331. https://doi.org/10.1016/s0005-7894(04)80041-8
  • Rizwan, S., Al-Malkawi, H.-A., Gadar, K., Sentosa, I., & Abdullah, N. (2021). Impact of brand equity on purchase intentions: empirical evidence from the health takāful industry of the United Arab Emirates. ISRA International Journal of Islamic Finance, ahead-of-print(ahead-of- print). https://doi.org/10.1108/ijif-07-2019-0105
  • Seo, E.-J. and Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41. https://doi.org/10.1016/j.jairtraman.2017.09.014
  • Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46(1), 58–69 . https://doi.org/10.1016/j.jretconser.2017.11.001
  • Sigala, M., & Chalkiti, K. (2018). Tourism and social media: The transformative potential of social media information technology in tourism. Journal of Destination Marketing & Management, 8, 27-28.
  • Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics (6th ed.). Pearson.
  • Tran, V. - D., & Nguyen, N. T. T. (2022). Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam. Cogent Business & Management, 9(1) . https://doi.org/10.1080/23311975.2022.2084968
  • Verhoef, P. C., Langerak, F., & Donkers, B. (2007). Understanding brand and dealer retention in the new car market: The moderating role of brand tier. Journal of Retailing, 83(1), 97–113. https://doi.org/10.1016/j.jretai.2006.10.007
  • Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer Engagement as a New Perspective in Customer Management. Journal of Service Research, 13(3), 247–252. https://doi.org/10.1177/1094670510375461
  • Wang, J., & Zhang, J. (2019). Customer relationship mediates the relationship between social media marketing and buying intention in the tourism industry. Journal of Marketing and Consumer Behavior, 6(3), 1-10.
  • Wang, J., & Zhang, J. (2020). Brand equity moderates the relationship between social media marketing and buying intention in the tourism industry. Tourism Management, 75, 1-12.
  • Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8, 326–336. https://doi.org/10.1016/j.jdmm.2017.06.004

Cite this article

    APA : Tariq, M. G., Ziaullah, M., & Ahmad, M. A. (2023). Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator. Global Digital & Print Media Review, VI(II), 299-311. https://doi.org/10.31703/gdpmr.2023(VI-II).21
    CHICAGO : Tariq, Muhammad Gulraiz, Muhammad Ziaullah, and Muhammad Aqtab Ahmad. 2023. "Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator." Global Digital & Print Media Review, VI (II): 299-311 doi: 10.31703/gdpmr.2023(VI-II).21
    HARVARD : TARIQ, M. G., ZIAULLAH, M. & AHMAD, M. A. 2023. Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator. Global Digital & Print Media Review, VI, 299-311.
    MHRA : Tariq, Muhammad Gulraiz, Muhammad Ziaullah, and Muhammad Aqtab Ahmad. 2023. "Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator." Global Digital & Print Media Review, VI: 299-311
    MLA : Tariq, Muhammad Gulraiz, Muhammad Ziaullah, and Muhammad Aqtab Ahmad. "Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator." Global Digital & Print Media Review, VI.II (2023): 299-311 Print.
    OXFORD : Tariq, Muhammad Gulraiz, Ziaullah, Muhammad, and Ahmad, Muhammad Aqtab (2023), "Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator", Global Digital & Print Media Review, VI (II), 299-311
    TURABIAN : Tariq, Muhammad Gulraiz, Muhammad Ziaullah, and Muhammad Aqtab Ahmad. "Navigating Customer Relationships: Unraveling Social Media Marketing's Impact on Buying Intention in Pakistan's Tourism Sector with Brand Equity as a Moderator." Global Digital & Print Media Review VI, no. II (2023): 299-311. https://doi.org/10.31703/gdpmr.2023(VI-II).21