The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of soci...

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Bibliographic Details
Main Authors: Yunfeng Shang, Hina Rehman, Khalid Mehmood, Aidi Xu, Yaser Iftikhar, Yifei Wang, Ridhima Sharma
Format: Article
Language:English
Published: Frontiers Media S.A. 2022-04-01
Series:Frontiers in Psychology
Subjects:
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2022.811282/full