Yadav, Mayank; Rahman, Zillur - In: Benchmarking: An International Journal 25 (2018) 9, pp. 3882-3905
Purpose: The purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context. Design/methodology/approach: The study surveyed 371 students from a large university in India. The...