How does social media marketing enhance brand loyalty? : identifying mediators relevant to the cinema context
Year of publication: |
2022
|
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Authors: | Yee, Wong Foong ; Ng, Siew Imm ; Seng, Kaixin ; Lim, Xin-Jean ; Thanuja Rathakrishnan |
Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 10.2022, 2, p. 114-130
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Subject: | Social media marketing | Brand consciousness | Brand loyalty | Brand relationship quality | Brand satisfaction | Value consciousness | Online-Marketing | Internet marketing | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markentreue | Konsumentenverhalten | Consumer behaviour | Kundenzufriedenheit | Customer satisfaction | Social Web | Social web | Markenimage | Brand image |
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