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Effect of brand communities on consumer engagement and trust : evidence from mobile phone brands' Facebook pages in Burundi

Niyonkomezi, Jeanine; Mokua, Juniter Kwamboka - 2020

Persistent link: https://www.econbiz.de/10012266494

How does retargeting work for different Gen Z mobile users? : customer expectations and evaluations of retargeting via the expectancy-theory lens

Azemi, Yllka; Ozuem, Wilson - In: Journal of advertising research 63 (2023) 4, pp. 384-401

Persistent link: https://www.econbiz.de/10014445903

The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation : study on consumers of Korea cosmetic product

Nugroho, Santi Duwi Putri; Rahayu, Mintarti; Hapsari, … - 2022

Persistent link: https://www.econbiz.de/10013398015

Brand engagement and purchase intention towards apparel goods : a study of Generation Z in social media scenario

Pant, Ravinder; Negi, Antriksha; Kishor, Nawal - In: International journal of management practice : IJMP 16 (2023) 3, pp. 319-342

Persistent link: https://www.econbiz.de/10014315874

Memes everywhere : the effect of social media memes on consumers' attitude towards brands and their purchase intention

Pilavcioglu, Burak; Hodeck, Alexander; Nagel, Niels; … - In: Zukunft des Marketings, (pp. 37-55). 2023

memes. This study aims to close this knowledge gap and tests, if memes have a positive effect on consumers' attitude towards … the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with …

Persistent link: https://www.econbiz.de/10014516159

The antecedents and consequences of brand experience and purchase intention

Shukla, Mahima; Sharma, Ashok; Misra, Richa; Jain, Vinamra - In: International journal of electronic business : IJEB 16 (2021) 3, pp. 215-238

Persistent link: https://www.econbiz.de/10012597995

Examining brand communities among children and adolescents : an exploratory study

Flurry, Laura Ann; Swinberghe, Krist R.; Parker, Janna M. - In: The journal of consumer marketing 31 (2014) 2, pp. 103-110

Persistent link: https://www.econbiz.de/10010373836

Social eWOM : does it affect the brand attitude and purchase intention of brands?

Kudeshia, Chetna; Kumar, Amresh - In: Management research review 40 (2017) 3, pp. 310-330

Persistent link: https://www.econbiz.de/10011704389

Inclusive advertising featuring disability on instagram : effect on consumer well-being, brand engagement, and purchase intention

Qayyum, Abdul; Jamil, Raja Ahmed; Shah, Adnan Muhammad; … - In: Journal of retailing and consumer services 75 (2023), pp. 1-16

Persistent link: https://www.econbiz.de/10014373268

Effect of social media marketing on online travel purchase behavior post-COVID-19 : mediating role of brand trust and brand loyalty

Azhar, Mohd; Husain, Rehan; Hamid, Sheeba; Rahman, Mohd … - In: Future Business Journal 9 (2023), pp. 1-13

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 …

Persistent link: https://www.econbiz.de/10014373762

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