The role of awareness and brand image in the relationship between social media marketing and customer response
Purpose: The main purpose of this study was to analyze the mediating role of brand awareness and brand image in the relationship between social media marketing and customer response in the Iranian banking industry. Methodology: The statistical population of this study was banks active in the Irania...
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Federal da Paraíba
2021-11-01
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| Series: | Teoria e Prática em Administração |
| Online Access: | https://periodicos.ufpb.br/index.php/tpa/article/view/60982 |