Modelling the impact of social media marketing for apparel brands : evidence from India
Amit Kumar Gupta and Vibhava Srivastava
| Year of publication: |
2023
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|---|---|
| Authors: | Gupta, Amit ; Srivastava, Vibhava |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 18.2023, 2/3, p. 242-262
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| Subject: | social media marketing activities | brand equity | social media marketing effectiveness | customer loyalty | price premium willingness | India | Indien | Online-Marketing | Internet marketing | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Bekleidung | Clothing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJIMA.2023.129665 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014318339