Leckie, Civilai; Dwivedi, Abhishek; Johnson, Lester - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 2, pp. 350-367
Purpose: This study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and...
