To enhance consumer brand experience, marketers are increasing engagement in brand communities by using social media technology enabling them to interact directly with customers. Past studies reported that perceived social presence contributes to positive consumer attitudes towards websites...

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...