Investigating the Moderating Role of Trust between Social Media Capabilities and Consumer Brand Engagement Across Textile Sector of Pakistan
Social media has turned out to be a significant tool which reinforces both, consumer and firm to interact with each other and also modernizing the firm's way of relationship with consumer. Based on the commitment-trust theory of relationship marketing this study investigates the social media c...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2020-07-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/9894 |