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Social media communication with intensified pandemic fears : evaluating the relative impact of user- and firm-generated content on brand loyalty

Lee Heng Wei; Ong, Chuan Huat; Arumugam, Prakash V. - In: Asia-Pacific journal of business administration 15 (2023) 2, pp. 161-187

Persistent link: https://www.econbiz.de/10014313701

Linking social media marketing efforts with customer brand engagement in driving brand loyalty

Aljuhmani, Hasan Yousef; Elrehail, Hamzah; Bayram, Pelin; … - In: Asia Pacific journal of marketing and logistics 35 (2023) 7, pp. 1719-1738

Persistent link: https://www.econbiz.de/10014315799

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

How does involvement build loyalty towards music-streaming platforms? : a multi-analytical SEM-ANN technique

Theadora, Clarissa; Amelia, Maria Veronica; Tan, Garry … - In: The journal of product & brand management 32 (2023) 4, pp. 645-660

Persistent link: https://www.econbiz.de/10014281363

This ad's for you : how personalized SNS advertisements affect the consumer-brand relationship

Tran, Trang; Sen, Sandipan; Van Steenburg, Eric - In: Journal of consumer marketing 40 (2023) 4, pp. 458-469

Persistent link: https://www.econbiz.de/10014276012

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

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

Enhancing brand loyalty through online brand communities : the role of community benefits

Huang, Travis K.; Wang, Yi-Ting; Lin, Kuan-Yu - In: The journal of product & brand management 31 (2022) 5, pp. 823-838

Persistent link: https://www.econbiz.de/10013407539

Conceptualising involvement in fashion social media brand communities

Hernández-García, Ángel; Iglesias-Pradas, Santiago - In: European journal of international management : EJIM 17 (2022) 1, pp. 149-167

Persistent link: https://www.econbiz.de/10012798054

The mediating role of customer relationship on the social media marketing and purchase intention relationship with special reference to luxury fashion brands

Gautam, Vikas; Sharma, Vikram - In: Journal of promotion management : JPM 23 (2017) 6, pp. 872-888

Persistent link: https://www.econbiz.de/10011799628