The effects of social media marketing on the online purchasing behavior of generation Z consumers in Tacloban City with brand awareness as mediator

Nowadays, social media has millions of users and is almost everywhere. With this, several businesses have used it as a platform for marketing their products and services offered. However, some businesses still fail to utilize the effectiveness of social media in terms of its influence on consumers....

Full description

Bibliographic Details

Main Authors:	Carilla, Hughdz C. (Author), Pilapil, Kurt A. (Author), Plaza, Jybrialane L. (Author)
Other Authors:	Dacuyan, Flordeliz B. (adviser.)
Format:	Thesis
Language:	English
Subjects:	Social media marketing > Tacloban City. Social media. Social media marketing. Digital marketing. Brand awareness. Online purchasing behavior. Online shopping. Mediation analysis. Tacloban city. Generation Z.