Cheung, Man Lai; Pires, Guilherme; Rosenberger, Philip J. - In: Asia Pacific Journal of Marketing and Logistics 32 (2020) 3, pp. 695-720
, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge. Design …–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge. Findings: The … brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results …