2024. Exploring Social Media Marketing (SMM) in Shaping Purchase Intentions: The Mediating Role of Brand Awareness, Brand Image, and Brand Trust in the Beauty Industry Among Gen Z and Y. BIMA Journal (Business, Management, & Accounting Journal). 5, 2 (Dec. 2024), 95–110. DOI:https://doi.org/10.37638/bima.5.2.95-110.