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Effects of social media marketing and selected marketing constructs on stages of brand loyalty

Suha Fouad Salem; Salem, Sharif Omar - In: Global business review 22 (2021) 3, pp. 650-673

Persistent link: https://www.econbiz.de/10012591346

Like, comment, or share? : self-presentation vs. brand relationships as drivers of social media engagement choices

Swani, Kunal; Labrecque, Lauren I. - In: Marketing letters : a journal of research in marketing 31 (2020) 2/3, pp. 279-298

Persistent link: https://www.econbiz.de/10012301469

The influence of perceived social media marketing activities on brand loyalty : the mediation effect of brand and value consciousness

Ismail, Ahmed Rageh - In: Asia Pacific journal of marketing and logistics 29 (2017) 1, pp. 129-144

Persistent link: https://www.econbiz.de/10011613320

Can consumers be persuaded on brand microblogs? : an empirical study

Zhang, Kem Z. K.; Barnes, Stuart J.; Zhao, Sesia J.; … - In: Information & management : the internat. journal of … 55 (2018) 1, pp. 1-15

Persistent link: https://www.econbiz.de/10011813442

Developing brand relationship quality through online brand communities

Khan, Zoia; Khattak, Arif - In: Pakistan journal of commerce and social sciences 11 (2017) 1, pp. 275-292

Managers are interested in how to develop relationship with customers due to importance of social media based brand … communities and changing landscape of communication. Similarly with online brand community platform a new concept emerged i ….e. customer brand engagement, focusing on expanded domain of relationship building. In this study we have provided insights about …

Persistent link: https://www.econbiz.de/10011930289

Analysing consumer-brand engagement through appreciative listening on social network platforms

Pina, Lídia Silveira; Loureiro, Sandra Maria Correia; … - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 304-313

Persistent link: https://www.econbiz.de/10012179025

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

Oppositional brand loyalty in online brand communities : perspectives on social identity theory and consumer-brand relationship

Kuo, Ying-Feng; Hou, Jian-Ren - In: Journal of electronic commerce research : JECR 18 (2017) 3, pp. 254-268

Persistent link: https://www.econbiz.de/10011746768

Getting to know you : social media personalization as a means of enhancing brand loyalty and perceived quality

Shanahan, Tyler; Tran, Trang P.; Taylor, Erik C. - In: Journal of retailing and consumer services 47 (2019), pp. 57-65

Persistent link: https://www.econbiz.de/10011995447

The effect of online brand experience on brand loyalty : a web of emotions

Cleff, Thomas; Walter, Nadine; Xie, Jing - In: The IUP journal of brand management : IJBRM 15 (2018) 1, pp. 7-23

Persistent link: https://www.econbiz.de/10011873178