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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 BT and BL in the relationship between SMM and PI. This...

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

The Impact of Social Media Marketing on Brand Trust and Brand Loyalty : An Arab Perspective

Sohail, M. Sadiq - 2020

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...

Persistent link: https://www.econbiz.de/10012830280

Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions

Dayanti, Is - 2019

This study aims to examine: 1. Relation of the influence of promotion through social media Instagram on purchasing …, 3. Effect of brand loyalty on purchasing decisions, 4. Influence of relationships promotion through Instagram social … appropriate and reliable knowledge about the relationship between the influence of promotion through social media Instagram …

Persistent link: https://www.econbiz.de/10012895526

Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions

Apriyani, Hanny - 2019

Persistent link: https://www.econbiz.de/10012895665

The Effect of Online Brand Experience on Brand Loyalty : A Web of Emotions

Walter, Nadine - 2018

The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational elements of brand experience. Although online brand...

Persistent link: https://www.econbiz.de/10012911061

An empirical analysis of digital customer brand engagement : examining consumer perceptions, attitudes, and brand outcomes in the digital world

Pitz, Julia - 2020

Persistent link: https://www.econbiz.de/10012876097

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

Impact of social media on brand loyalty : study of buying behaviour

Bhandari, Ravneet Singh; Sharma, Himani - In: International journal of applied business and economic … 15 (2017) 1, pp. 297-308

Persistent link: https://www.econbiz.de/10011673352

The transpiring journey of customer engagement research in marketing : a systematic review of the past decade

Islam, Jamid Ul; Rahman, Zillur - In: Management decision : MD 54 (2016) 8, pp. 2008-2034

Persistent link: https://www.econbiz.de/10011593431

Brand crowdfunding using followers boosted through gamification affordances : insights from two emerging markets

Nawaz, Muhammad Zahid; Nawaz, Shahid; Guzman, Francisco - In: The journal of product & brand management 32 (2023) 8, pp. 1355-1373

Persistent link: https://www.econbiz.de/10014485572