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Brand Fan Pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS' brand loyalty

Garza Salgado, Esperanza; Royo Vela, Marcelo - In: Journal of marketing for higher education 29 (2019) 1, pp. 102-120

Persistent link: https://www.econbiz.de/10012179301

Engagement and brand loyalty through social capital in social media

Abuljadail, Mohammad; Ha, Louisa - In: International journal of internet marketing and … 13 (2019) 3, pp. 197-217

Persistent link: https://www.econbiz.de/10012140337

The impact of social media on consumer-brand loyalty : a mediating role of online based-brand community

Jibril, Abdul Bashiru; Kwarteng, Michael Adu; … - In: Cogent business & management 6 (2019), pp. 1-19

This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms … gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand … loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand …

Persistent link: https://www.econbiz.de/10012116718

Fostering consumer-brand relationships through social media brand communities

Santos, Zélia Raposo; Coelho, Pedro Simões; Rita, Paulo - In: Journal of marketing communications 28 (2022) 7, pp. 768-798

Persistent link: https://www.econbiz.de/10013493043

Social media marketing and the world of fashion : identification of determinants for building consumer brand relationship and shaping consumer brand perception

Singhal, Virtika; Ahuja, Vandana - In: International journal of management practice : IJMP 16 (2023) 2, pp. 186-211

Persistent link: https://www.econbiz.de/10014315855

Cultivating consumer-brand relationship in social media : the role of consumer willingness to engage

Chan, Terri H. - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 1-19

Persistent link: https://www.econbiz.de/10014318178

Impact of social media brand blunders on brand trust and brand liking

Hayran, Ceren; Ceylan, Melis - In: International journal of market research 65 (2023) 4, pp. 466-483

Persistent link: https://www.econbiz.de/10014322092

When connection turns to anger : how consumer-brand relationship and crisis type moderate language on social media

Mosley, Buffy; Schweidel, David A.; Zhang, Kunpeng - In: Journal of consumer research : JCR ; an … 50 (2024) 5, pp. 907-922

Persistent link: https://www.econbiz.de/10014526239

Examining the role of brand experience in understanding the influence of social media on brand equity

Pintol, Amel; Hadziahmetovic, Nereida - In: International journal of technology marketing : IJTMkt 18 (2024) 3, pp. 289-313

Persistent link: https://www.econbiz.de/10015062516

Speak to head and heart : the effects of linguistic features on B2B brand engagement on social media

Deng, Qi; Wang, Yun; Rod, Michel; Ji, Shaobo - In: Industrial marketing management : the international … 99 (2021), pp. 1-15

Persistent link: https://www.econbiz.de/10013206382