Modelling the Effects of Social Media–based Brand Communities on Brand Trust, Brand Equity and Consumer Response
Social media platforms help brands connect with their customers online, and a social media -based brand community (SMBBC) enable brand attachments to particular brands. These brand communities enhance consumer relationships, increase customer advocacy, discover customer problems, and generate unique...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2023-06-01
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| Series: | Vikalpa |
| Online Access: | https://doi.org/10.1177/02560909231172010 |