Adhikari, Kishalay; Panda, Rajeev Kumar - In: International Journal of Virtual Communities and Social … 9 (2017) 2, pp. 62-79
The dynamic, omnipresent, and frequent on-the-go consumer-brand interactions via social media platforms are significantly changing the branding landscape. A profound comprehension of this change is crucial in assessing brand loyalty. Considering the enormous fame of social media and inherent...