Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling

Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling

Purpose – This study aims to examine the interrelationships between social media marketing activities, self-brand connections, brand equity, trust and loyalty. Design/methodology/approach – A total of 402 valid responses were collected from Amazon MTurk, and the data were subjected to partial least...

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Detalhes bibliográficos
Principais autores: Faizan Ali, Chokechai Suveatwatanakul, Luana Nanu, Murad Ali, Abraham Terrah
Formato: Artigo
Idioma:English
Publicado em: Emerald Publishing 2025-01-01
coleção:Spanish Journal of Marketing-ESIC
Assuntos:
Social media marketing activities
Brand equity
Brand trust
Self-brand connection
Online brand communities
社交媒体营销活动
Acesso em linha:https://www.emerald.com/insight/content/doi/10.1108/SJME-08-2023-0219/full/pdf

Internet

https://www.emerald.com/insight/content/doi/10.1108/SJME-08-2023-0219/full/pdf

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