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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
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Consumers' journey toward brand loyalty using social media brand community engagement : a case of fashion brands
Kiran, Faiqa; Lodhi, Suleman Aziz; Sabbir, Rizwan; … - In: Journal of promotion management : innovations in … 30 (2024) 1, pp. 129-156
Persistent link: https://www.econbiz.de/10014447588
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The effect of social media activities on brand loyalty for banks : the role of brand trust
Althuwaini, Sulaiman - In: Administrative Sciences : open access journal 12 (2022) 4, pp. 1-10
The aim of this research was to examine the impact of social media marketing activities on brand trust and brand …. This study emphasizes the role of trust as mediating brand loyalty in social media marketing. The implications for …
Persistent link: https://www.econbiz.de/10013470237
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Social media and hospital brands : a field study in Turkey
Güzel, Alper; Tengilimoglu, Dilaver; Ekiyor, Aykut - In: Journal of economics & management 22 (2015) 4, pp. 16-31
Persistent link: https://www.econbiz.de/10011534294
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"They" are or "we" are? : an analysis of Facebook interaction effects on brand loyalty
Ho, Ching Wei - In: Global business & economics review 18 (2016) 5, pp. 497-516
Persistent link: https://www.econbiz.de/10011665402
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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
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The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty : the mediating effect of brand trust
Samarah, Tariq; Bayram, Pelin; Aljuhmani, Hasan Yousef; … - In: Journal of research in interactive marketing : … 16 (2022) 4, pp. 648-664
Persistent link: https://www.econbiz.de/10013536271
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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 …
Persistent link: https://www.econbiz.de/10014373762
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Examining drivers and outcomes of social media brand engagement
Leckie, Civilai; Dwivedi, Abhishek; Johnson, Lester W. - In: Asia Pacific journal of marketing and logistics 34 (2022) 2, pp. 350-367
Persistent link: https://www.econbiz.de/10013163333
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Effect of brand communities on consumer engagement and trust : evidence from mobile phone brands' Facebook pages in Burundi
Niyonkomezi, Jeanine; Mokua, Juniter Kwamboka - 2020
Persistent link: https://www.econbiz.de/10012266494