Kwon, June-Hyuk; Jung, Seung-Hye; Choi, Hyun-Ju; Kim, Joonho - In: Journal of Product & Brand Management 30 (2020) 7, pp. 990-1015
Purpose: This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty. Design/methodology/approach: The study’s participants were 230 US and...
