Social media gives firms a better platform to promote and build brand trust and loyalty. The objective of this study is to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand trust, and brand loyalty. Data was collected from 242...

Social media gives firms a better platform to promote and build brand trust and loyalty. The objective of this study is to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand trust, and brand loyalty. Data was collected from 242...

Growing usage of social media has provided marketers a better space to engage with customers. However, research examining effects of social media marketing from the perspective of branding, has been relatively unexplored. Further, few researches on international branding have investigated the...

This study aims to increase understanding of the factors affecting consumer attitudes towards social media marketing and the use of social media. By applying the reasoned action and its early variations, the paper proposes a research model, which examines the determinants of consumer attitudes...