The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty : the mediating effect of brand trust
Year of publication: |
2022
|
---|---|
Authors: | Samarah, Tariq ; Bayram, Pelin ; Aljuhmani, Hasan Yousef ; Elrehail, Hamzah |
Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 16.2022, 4, p. 648-664
|
Subject: | Brand interactivity | Brand loyalty | Brand trust | Customer brand engagement | Facebook | Involvement | Jordan | Social media marketing | Online-Marketing | Internet marketing | Markenführung | Brand management | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markentreue | Markenimage | Brand image | Vertrauen | Confidence | Markenartikel | Brand |
-
The effect of social media activities on brand loyalty for banks : the role of brand trust
Althuwaini, Sulaiman, (2022)
-
"They" are or "we" are? : an analysis of Facebook interaction effects on brand loyalty
Ho, Ching Wei, (2016)
-
Fostering consumer-brand relationships through social media brand communities
Santos, Zélia Raposo, (2022)
- More ...
-
Samarah, Tariq, (2021)
-
Linking social media marketing efforts with customer brand engagement in driving brand loyalty
Aljuhmani, Hasan Yousef, (2023)
-
Aljuhmani, Hasan Yousef, (2024)
- More ...