Purpose This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this also examines mediating effect generation Y’s attitude towards brand and moderating their CSR. Design/methodology/approach tested model with a sample 392 Y consumers using Smart partial least squares (PLS)-structural equation modelling. Findings Brand partially mediate...

The purpose of this research is to know the influence brand awareness, image, and social media marketing on bicycle purchase decision. Researcher took a sample from buyer using Google Form with total 200 respondents. Data analysis conducted by researcher Smart-PLS version 2.0 program PLS (partial least square) which an alternative form SEM (Structural Equation Model), in study used determine ex...

Social networks mirror public opinion. Thus, they are of great interest for opinion mining and sentiment analysis. In most cases, sentiment is classified according to a polarity criterion or a linear gradation. Is it possible to learn more complex patterns with limited itemsets? In this article, we investigate brand equity. The goal is to analyze how social groups perceive a given brand. Brand ...

Billions of people everyday use Social Media (SM), such as Facebook and Twitter, to express their opinions and experiences with brands. Companies are highly interested in understanding such SM brand-related content. Consequently, many studies have been conducted and many applications have been developed to analyse this content. For analysis purposes, the main SM metrics used include volume and ...