determinants of consumer brand engagement behavior in Facebook brand pages and its impact on brand loyalty. This study applies the … engaged in Facebook brand pages. This research adopted mixed approach of research, which involves qualitative and quantitative … analyses. The data about Facebook brand page activities of 100 brands were collected using Fanpage Karma, a social media …

To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for … consumers. However, the relationships between these online communities and brand trust are less explored in the literature … online brand community has a direct significant effect on consumer's brand trust, and indirect significant via the mediating …

The present study intends to unleash the influence of social media marketing (SMM) on purchase intention (PI), brand … trust (BT) and brand loyalty (BL) in the setting of online travel booking websites. It also analyses the mediating effect of …

The aim of this research was to examine the impact of social media marketing activities on brand trust and brand …. This study emphasizes the role of trust as mediating brand loyalty in social media marketing. The implications for …