Cheung, Man Lai; Pires, Guilherme; Rosenberger, Philip J. - In: Asia Pacific Journal of Marketing and Logistics 32 (2020) 3, pp. 695-720
Purpose: This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge. Design/methodology/approach: Using an online survey, the study...