F. V. Arie

THE MEDIATING ROLE OF BRAND IMAGE IN THE RELATIONSHIP BETWEEN SOCIAL MEDIA MARKETING, BRAND AUTHENTICITY, AND PURCHASE INTENTION AMONG GEN Z CONSUMERS OF TEEFEES CLOTHING BRAND MANADO

This study examines the mediating role of brand image in the relationship between social media marketing activities, brand authenticity, and purchase intention among Generation Z consumers of TeeFees Clothing Brand in Manado, North Sulawesi. A quantitative causal-associative design was deployed using a structured surve...